Question 1

Gallaugher & Ransbotham's 3M Model of social media dialogue management is useful for conceptualizing approaches to which of the following?

Accepted Answer

The answer of Gallaugher & Ransbotham's 3M Model of social...

Question 2

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?

Accepted Answer

This conversation between Tide and Scandal Gladiators happened in real-time, as Tide posted a provocative image with a promise to remove any stain, using the #gladiators hashtag to engage with viewers who were watching the show. This shows an example of real-time marketing, where brands are able to react quickly to trending topics to engage with their audience.

Question 3

Social networking sites vary in terms of three important dimensions.Which of the following is not one of these dimensions?

Accepted Answer

While brand persona and aesthetics can be important for individual social networking sites, it is not one of the three dimensions that vary across different sites. The other answer choices are all valid dimensions: audience and degree of specialization, social objects that mediate relationships, and degree of openness.

Question 4

Which of the following best describes the relationship between creators and lurkers?

Accepted Answer

According to the passage, creators are actively producing content while lurkers make up 90% of online communities and often redistribute secondary content by sharing. This implies that creators and lurkers do not contribute equally to the flow of content on social networking sites. Option A is incorrect because there is no mention of creators being avid consumers of content. Option B is incorrect because it states that creators make up 90% of online communities, which is not true. Option C is incorrect because it suggests that creators and lurkers contribute equally, which is not the case. Option E is incorrect because there is a clear distinction between creators and lurkers described in the passage.

Question 5

Which of the following social login tools has become more widely adopted than the OpenID authentication protocol?

Accepted Answer

Facebook Connect has become more widely adopted than the OpenID authentication protocol due to its widespread popularity and ease of use. Twitter and LinkedIn Connect are also popular social login tools, but they do not have the same level of adoption as Facebook Connect. Therefore, option D and E can be eliminated. The correct answer is A.

Question 6

Which of the following completes the sentence,'A ______ is a fictional persona with a distinct personality created to represent a brand.'?

Accepted Answer

A brand mascot is typically an animal or character created to represent a brand and appeal to consumers through its distinct personality and characteristics.

Question 7

Assuming the brand's persona 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?

Accepted Answer

Message internalization refers to the process by which a consumer adopts a brand belief of their own, which can be facilitated by a likeable and credible brand persona.

Question 8

How does Facebook define 'organic reach'?

Accepted Answer

Facebook defines 'organic reach' as the number of people you can reach for free by posting. It does not include the reach achieved through paid advertising. Therefore, option C is the correct choice.

Question 9

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

Accepted Answer

This question is not relevant to deciding whether social relationships will work for a specific brand, as it pertains to fan sites rather than social media platforms.

Question 10

Which of the following best completes the following sentence,'The new standard for social networking sites is to offer tools,widgets,applications,and features that encourage ______;sites provide people with the tools they need to reveal elements of their digital identities.'?

Accepted Answer

Social sharing is the most fitting term to describe the tools, widgets, applications, and features that encourage users to share various elements of their digital identities with others on social networking sites. The other options - social lock-in, statuscasting, and message internalization - are either irrelevant or do not accurately describe the trend that the sentence is referring to.

Question 11

Which of the following terms is defined as 'imbuing trademarked or otherwise proprietary-named products and services with a human form and/or human attributes,including a generally distinctive physical appearance and personality'?

Accepted Answer

Brand personification is defined as imbuing trademarked or otherwise proprietary-named products and services with a human form and/or human attributes, including a generally distinctive physical appearance and personality.

Question 12

How do brands earn value in social media?

Accepted Answer

Brands earn value in social media by engaging customers over time, encouraging them to interact with the brand, and sharing brand interactions with others. All of these actions lead to increased brand awareness, loyalty, and ultimately, revenue. By consistently providing valuable content, engaging with followers, and leveraging user-generated content, brands can effectively build relationships and trust with their audience on social media platforms. This in turn can lead to increased customer lifetime value and a stronger overall brand reputation.

Question 13

Which of the following is not true of the term 'Echoverse'?

Accepted Answer

The term 'Echoverse' does not solely result from one-to-one communications, as it encompasses the entire communications environment in which a brand/firm operates and involves feedback loops between all stakeholders.

Question 14

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

Accepted Answer

Native advertising is a form of advertising that matches the form and function of the platform on which it appears. In this case, the form of the vehicle is unique, and the advertising is placed within it, making it a form of native advertising. Participatory advertising involves the audience in the marketing campaign, display ads are typically banner or image advertisements, social interaction refers to communication between individuals on social media platforms, and social media advertising is advertising specifically targeted and optimized for social media platforms.

Question 15

Why do people share content via social media channels?

Accepted Answer

People share content on social media for a variety of reasons, including finding it interesting or entertaining, believing it can be helpful to others, and wanting to share humor.

Question 16

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

Accepted Answer

The answer of Which of the following is one way...

Question 17

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

Accepted Answer

Distribution segmentation is not a commonly used method of targeting in social media advertising. The other options (B, C, D, E) are commonly used methods of targeting in social media advertising.

Note: It should be noted that there are various other methods of targeting in social media advertising as well, such as interest targeting, lookalike targeting, and retargeting.

Question 18

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?

Accepted Answer

Participatory advertising involves inviting content from participants but also setting guidelines and specifications. Brands may also provide participants with brand assets such as footage from prior commercials. Native advertising refers to paid content that blends in with the surrounding media and Social media advertising involves ads on social media platforms. Display ads refer to banner ads on websites. Social interaction does not refer to a specific type of advertising.

Question 19

Which of the following encompasses the three M's of Gallaugher & Ransbotham's model of social media dialogue management?

Accepted Answer

The three M's of Gallaugher & Ransbotham's model of social media dialogue management are Megaphone, Magnet, and Monitor. This model describes how organizations can use social media as a Megaphone to broadcast messages to a wide audience, as a Magnet to attract user-generated content, and as a Monitor to listen to what is being said about them.

Question 20

Which of the following best completes the following,'Brands can stimulate ______ media,brand-related word-of-mouth communication,by participating and embedding the brand in social communities.Brands seeking a deeper connection to social media users can sponsor a social community or create a dedicated online brand community (OBC),a form of ______ media.'?

Accepted Answer

The sentence refers to two types of social media: "owned" and "earned" media. Owned media is content that a brand creates and controls, such as its own website or social media account. Earned media, on the other hand, is content that others create and share about the brand, such as social media posts or online reviews.

The sentence also mentions a specific type of owned media, an online brand community (OBC). This is a dedicated social community created by the brand itself, which users can join to connect with other fans of the brand.

Therefore, the best completion of the sentence is "Brands can stimulate earned media, brand-related word-of-mouth communication, by participating and embedding the brand in social communities. Brands seeking a deeper connection to social media users can sponsor a social community or create a dedicated online brand community (OBC), a form of owned media."

Quiz 6: Social Community