Deck 5: Social Communities

Question 1

Developers post their programs on a public site and a community of volunteers is free to tinker with them,develop other applications using the code,and then give their changes away for free.This is also known as which of the following?

A)An activity stream.
B)The backchannel.
C)An internal social network.
D)The open source model.
E)A niche market.

Answer 1

D
Explanation: D)Unlike the closely guarded code that companies such as Microsoft use,open source developers post their programs on a public site and a community of volunteers is free to tinker with them,develop other applications using the code,and then give their changes away for free.

Question 2

Sites that are open to people who are not affiliated with the site's sponsor are considered which of the following?

A)Activity stream.
B)Backchannel.
C)Niche market.
D)External social network.
E)Internal social network.

Answer 2

D
Explanation: D)An external social network is open to people who are not affiliated with the site's sponsor.

Question 3

Which of the following refers to a type of app that fits strategically with the brand and consumer needs?

A)Brand butler.
B)Brand fan.
C)Brand engagement.
D)App store.
E)Application expert.

Answer 3

A
Explanation: A)Consumers may also seek help from trusted brands to help them manage their lives.Mobile apps are commonplace,but brands can matter by providing apps that fit strategically with the brand and consumer needs.These apps are called brand butlers.

Question 4

Which of the following companies uses an open source model?

A)Google.
B)Apple.
C)Microsoft.
D)Sony.
E)Nike.

Question 5

Which of the following refers to a set of common APIs which enable developers to write software for applications that will run on multiple social websites?

A)OpenSocial code.
B)Brand profile.
C)Synchronous communication.
D)Derivative branded content.
E)Embed code.

Question 6

Which of the following is not a characteristic of Roger's diffusion of innovations theory?

A)The relative advantage of the innovation.
B)The ability to observe and try the innovation.
C)The innovation's compatibility.
D)The innovations complex functionality.
E)The innovations simplicity of use.

Question 7

Which of the following completes the sentence,'The need to manage multiple community accounts (and to forego some due to the required investment),as well as the steady streams of content flowing from multiple networks,often leads to ________'?

A)Social lock-in.
B)Switching costs.
C)Social networking fatigue.
D)Fandom
E)Message internalization.

Question 8

Which of the following is a term used to describe a single profile providing access across social networking sites with a single login and shared information?

A)Activity streaming.
B)Ambient intimacy.
C)Identity reflection.
D)Internal social networking.
E)Identity portability.

Question 9

Which of the following explains the rate at which people are likely to adopt new ways of doing things?

A)Practice Adoption Theory.
B)Performing Theory.
C)Diffusion of Innovations Theory.
D)Disruptive Innovation Theory.
E)Adoptive Innovations Theory.

Question 10

In a social network,people show their loyalty through simple acts such as 'liking' brands on their Facebook page or 'joining' a sponsored group.This type of loyal following in an online community is also known as which of the following?

A)Message internalization.
B)Return on emotion.
C)Earned reach.
D)Fandom.
E)Brand engagement.

Question 11

Which type of social networking site is differentiated by an emphasis on some common hobby,interest,or characteristic that draws members to the site?

A)Decentralized network.
B)Vertical network.
C)Parallel network.
D)Centralized network.
E)Focused network.

Question 12

Which of the following best describes secondary content?

A)A visual element used to change the aesthetic of a web page.
B)An option to have one's profile reflected back to oneself from the perspective of others.
C)A small digital badge that people can embed in emails and on websites to share their contact information and social affiliations.
D)Enables users to project an identity more vividly to others within a community.
E)What others create that we feel is worth redistributing to our social networks.

Question 13

Which of the following occurs when a user is unable to transfer social contacts and content from one social network to another?

A)Social lock-in.
B)Message internalization.
C)Social interaction.
D)Statuscasting.
E)Stickiness.

Question 14

Which of the following refers to the period in which a series of small changes becomes significant enough to cause a larger change?

A)Tipping point.
B)Starting point.
C)Network effect.
D)Reference point.
E)Snowball effect.

Question 15

Which of the following best describes the term 'social sharing'?

A)A site that consists of broadcast updates to your news feed.
B)News feed that social networks use to establish an ongoing point of connection between network nodes.
C)A tool for reminding someone to socialize.
D)Features that provide people with the tools they need to reveal elements of their digital identities.
E)A feature that highlights the best participants who contribute to sites.

Question 16

Which of the following does not represent a way in which social networking sites vary?

A)Audience of specialization.
B)The social objects that mediate the relationships among members.
C)Degree of decentralization.
D)Degree of specialization.
E)Network structure.

Question 17

IBM launched a site for its employees called BeeHive that enables them to post profiles,maintain a blog,participate in discussion groups,and share files.This is an example of which of the following?

A)Activity stream.
B)Backchannel.
C)Niche market.
D)External social network.
E)Internal social network.

Question 18

Which of the following is the goal of OpenID,an authentication protocol that works across participating sites and helps minimize the switching cost problem?

A)Activity streaming.
B)Ambient intimacy.
C)Identity reflection.
D)Internal social networking.
E)Identity portability.

Question 19

Which of the following is not a characteristic of a vertical network?

A)More involved members who share a common interest.
B)Comparable to a niche market in the physical world.
C)Focused on a common interest,hobby or characteristic.
D)Focused on a wide range of topics.
E)Designed around the ability of an object to inspire social interaction.

Question 20

Which of the following is not an example of social sharing?

A)Link to a celebrity blog.
B)A photo you shared on Instagram last week.
C)The Harlem Shake video.
D)Your high school year book.
E)A brand you 'like' on Facebook.

Question 21

Which fandom characteristic is exhibited through fans collecting related items and experiences beyond the basic object?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 22

Which fandom characteristic defined as fans becoming involved in the creation of content related to the object?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 23

An indicator of the brand's success in establishing a known presence within a community is also known as which of the following?

A)A leaderboard.
B)The fan base.
C)Badges.
D)Clickthroughs.
E)Social lock-in.

Question 24

Which of the following completes the sentence,'Research suggests that _________ brand knowledge and emotion ________ the perceived value of the brand in the mind of the consumer'.

A)increasing,decreases
B)decreasing,increases
C)decreasing,decreases
D)increasing,increases
E)none of the above

Question 25

Which of the following is a fan characteristic that refers to the fan who personally and publicly identifies with like-minded fans?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 26

The 'Name Lab' app gave Breaking Bad fans a reason to interact with the brand and resulted in a segment of produced content that can be shared online using social networks.This is an example of which of the following?

A)Experience App.
B)Clickthrough App.
C)Seed App.
D)Responsive Device App.
E)Branded App.

Question 27

Gladiators post their favorite clips (unofficially),and write predictions for future episodes online.Some Gladiators run their own Scandal-focused blogs.Which fandom characteristic is this an example of?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 28

Which of the following are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page?

A)Social engagement ad.
B)Social ads.
C)Social context ad.
D)Organic social ad.
E)Response devices.

Question 29

Which of the following conceptually assesses the extent to which a brand has delivered a value in exchange for the attachment fans have awarded it?

A)API.
B)Switching cost analysis.
C)Message internalization.
D)Dunbar's Number.
E)Return on emotion.

Question 30

People can simply acknowledge a brand or they can work with a brand to develop new products.This continuum is also known as which of the following?

A)Brand profile.
B)Derivative branded content.
C)Brand engagement.
D)Friendvertising.
E)Participatory advertising.

Question 31

Which of the following best describes an organic social ad?

A)Contains ad creative (image and text),along with an option to encourage the viewer to engage with the brand.
B)Includes ad creative,an engagement device,and personalized referral content from people in the viewer's network.
C)Is shared on a person's activity stream following a brand interaction.
D)Motivates the receiver to get involved with the message and help spread it to others.
E)Occurs when an opinion leader publishes brand-relevant content,such as a blog post in social media.

Question 32

Which of the following best describes a social engagement ad?

A)Contains ad (creative image and text),along with an option to encourage the viewer to engage with the brand.
B)Includes ad creative,an engagement device,and personalized referral content from people in the viewer's network.
C)Is shared on a person's activity stream following a brand interaction (such as liking the brand).
D)Motivates the receiver to get involved with the message and help spread it to others.
E)Occurs when an opinion leader publishes brand-relevant content,such as a blog post in social media.

Question 33

Scandal fans associate themselves as Gladiators and feel a sense of belonging with other Gladiators.Which fandom characteristic is this an example of?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 34

Which of the following is a term that describes the breadth and quality of contact with users?

A)Message internalization.
B)Return on emotion.
C)Earned reach.
D)Fandom.
E)Brand engagement.

Question 35

Which of the following is the fandom characteristic for which fans have a critical understanding of the object,its history,and its meaning beyond its basic functionality?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 36

Which of the following best describes seed app?

A)Contains ad creative (image and text),along with an option to encourage the viewer to engage with the brand.
B)Includes ad creative,an engagement device,and personalized referral content from people in the viewer's network.
C)Is shared on a person's activity stream following a brand interaction.
D)Motivates the receiver to get involved with the message and help spread it to others.
E)Occurs when an opinion leader publishes brand-relevant content,such as a blog post in social media.

Question 37

Which of the following best describes a social content ad?

A)Contains ad creative (image and text),along with an option to encourage the viewer to engage with the brand.
B)Includes ad creative,an engagement device,and personalized referral content from people in the viewer's network.
C)Is shared on a person's activity stream following a brand interaction (such as liking the brand).
D)Motivates the receiver to get involved with the message and help spread it to others.
E)Occurs when an opinion leader publishes brand-relevant content,such as a blog post in social media.

Question 38

In Scandal some fans may feel that they relate to one or more of the characters.This is most likely an example of which fandom characteristic?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 39

Fans of Scandal can buy clothes,mugs,and other items that sport the show's logo.Which fandom characteristic is this an example of?

A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.

Question 40

A brand's use of social networking to build earned media value is also known as which of the following?

A)Rich Media.
B)Skins.
C)Statuscasts.
D)Derivative Branded Content.
E)Friendvertising.

Question 41

Which type of advertising brands invites content,sets mandatory guidelines and specifications,and possibly also provides participants with selected brand assets such as footage from prior commercials that ran on TV?

A)Native advertising.
B)Participatory advertising.
C)Display ads.
D)Social interaction.
E)Social media advertising.

Question 42

Tide had a conversation on the fly with Scandal Gladiators by posting a message with a provocative image of a blood-stained blouse and the promise that Tide can get any stain out.They used the hashtag #gladiators to get viewers' attention.This short conversation is an example of which of the following?

A)Message internalization.
B)Real-Time marketing.
C)Earned reach.
D)Fandom.
E)Brand engagement.

Question 43

When brands create brand profiles within selected social networking communities,what does the brand act as in the network's social graph?

A)Theme.
B)Skin.
C)Node.
D)Seed.
E)Badge.

Question 44

Which term underscores the desire to create more than a passive ad,where the goal is to launch an experience that people will want to share?

A)Earned reach.
B)Gift applications.
C)Experience design.
D)Seed.
E)Social experience ad.

Question 45

Which of the following is one way to seed content using the network and refers to newsfeed stories of brand interactions?

A)Derivative branded content.
B)Social engagement ad.
C)Rich media.
D)Display ads.
E)Directed communications.

Question 46

Assuming the brand's personal is likeable and credible,it can facilitate the process by which a consumer adopts a brand belief of their own.This process is also known as which of the following?

A)Message internalization.
B)Return on emotion.
C)Earned reach.
D)Fandom.
E)Brand engagement.

Question 47

Which of the following is not a question managers should ask before deciding whether social relationships will work for a specific brand?

A)Is the brand set up for engagement?
B)If the traditional brand participates in social media,where should the brand be?
C)How can the brand's profiles be developed in such a way as to reflect the brand's personality?
D)How can the brand deleverage the fan sites to better meet its objectives?
E)How can the brand integrate its social network presence into other campaign components?

Question 48

Which of the following is not a way that paid ads in social media can be targeted?

A)Distribution segmentation.
B)Geographic segmentation.
C)Demographic segmentation.
D)Psychographics.
E)Behavioral targeting.

Question 49

What type of advertising is based on a form unique to the vehicle within which it is placed?

A)Native advertising.
B)Participatory advertising.
C)Display ads.
D)Social interaction.
E)Social media advertising.

Question 50

Which of the following represents shared content that others can view and pass on to their respective networks?

A)Gallery.
B)Activity stream.
C)Brand profile.
D)Leaderboard.
E)Landing page.