Question 1

In the course of this chapter,it is recommended that companies create their own form of influencer identification and analysis.What three characteristics should make up your own influencer identification and analysis approach?

A)Platforms,date range,weighting
B)Personal connections,reach,and syndication
C)Whether the influencer has been engaged by another brand,the presence of a social media platform and reach
D)Writing style,opinion of the brand and reach

A

Accepted Answer

Platforms, date range, and weighting are the three characteristics that should make up your own influencer identification and analysis approach.

Question 2

There are two camps on the question of digital influence.The two camps are those people who subscribe to the tipping point phenomenon and those that subscribe to the community rules phenomenon.What is the primary difference between these two schools of thought?

A)The tipping point assumes that there is a small group who creates influence and the community rules phenomenon assumes that it is a large group who creates influence
B)The tipping point assumes that there is only one issue that the community cares about,while the community rules philosophy assumes that there are many
C)The tipping point assumes that there is a prolonged news cycle for any topic,while the community rules philosophy assumes that the news cycles are short
D)The tipping point assumes that social media drives all news cycles,while the community rules philosophy takes a more holistic approach

A

Accepted Answer

The tipping point theory posits that a small number of influential individuals can trigger widespread change, whereas the community rules approach believes in the collective power of a larger group to create influence.

Question 3

Of the many ways to construct a more effective media list,there are seven primary criteria to consider.Of those seven,which should you consider first?&#10;A)Syndication&#10;B)Post volume&#10;C)Reach&#10;D)Relevance

Accepted Answer

Relevance is the primary criterion to consider first when constructing a more effective media list. It ensures that the content aligns with the target audience's interests and needs, making the media list more effective.

Question 4

There are two levels to calculating influence.The influence that the person's outlet has on a community and then the influence the person has the community herself.

Accepted Answer

Influence can indeed be analyzed at two levels: the influence of the media outlet or platform through which a person communicates, and the personal influence that the individual has within the community. The first level considers the reach and impact of the platform itself, while the second level assesses the personal connection, trust, and persuasive power the individual has over their audience.

Question 5

When you are calculating a person's influence,there are three primary sets of metrics that you should use.Which of the following options represents those three sets of metrics?&#10;A)Reach,relevance and syndication metrics&#10;B)Reach,the number of social platforms they are on,syndication&#10;C)How many articles have they published,reach growth,syndication&#10;D)How often their posts are liked,total number of social platforms they are on and reach

Accepted Answer

Reach, relevance, and syndication metrics are the three primary sets of metrics used to calculate a person's influence. Reach measures the size of the audience, relevance assesses the content's alignment with the audience's interests, and syndication evaluates the distribution and sharing of content across platforms.

Question 6

There are ultimately four ways you can categorize your influencer list once it has been created.Which of the following is not one of those categorizations?&#10;A)VIPs&#10;B)Exclusive Access&#10;C)Pitch List&#10;D)Listening Only&#10;E)Social Media Outreach Only

Accepted Answer

"Social Media Outreach Only" is not a typical categorization for an influencer list. The other options represent common ways to categorize influencers based on their level of engagement or the type of relationship you want to establish.

Question 7

An influencer list has applications beyond earned media.It can be used for paid media,owned media and shared media as well.

Accepted Answer

An influencer list can indeed be utilized across various media types beyond earned media, including paid media (where influencers are paid to promote content), owned media (content published on channels owned by the brand), and shared media (content shared on social platforms), enhancing a brand's overall media strategy.

Question 8

There are six parts to the development of any modern-day media list.Which of the following is not one of those components?&#10;A)Identifying the pitch idea&#10;B)Determining the media type&#10;C)The presence of a social media profile&#10;D)Identifying the beat&#10;E)Selecting a tool

Accepted Answer

The presence of a social media profile is not a component in the development of a modern-day media list. The focus is more on identifying the pitch idea, determining the media type, identifying the beat, and selecting tools relevant for media outreach, rather than the presence of a social media profile.

Question 9

Klout is one of the original tools in the digital influence industry and continues to play a role in shaping the conversation even after it was acquired by Lithium Technologies.Klout's algorithm is composed of many different parts,including metrics from all over the internet.How many metrics does Klout normally use to calculate its scores?

A)200
B)400
C)100
D)300

Accepted Answer

Klout uses over 400 different metrics from various social media sites and other sources across the internet to calculate its scores. This extensive range of metrics helps in assessing an individual's or organization's online influence more accurately.

Deck 8: Understanding Digital Influence