Deck 6: Social Community

Question 1

______ are the community vehicles that house and enable social social engagement.

A)Internal social networks.
B)External social networks.
C)Social networking sites.
D)User generated networking sites.
E)Microblogs.

Answer 1

C

Question 2

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.

Answer 2

E

Question 3

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.

Answer 3

D

Question 4

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 yearbook.
E)A brand you 'like' on Facebook.

Question 5

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.

Question 6

What helps Facebook maintain its dominance as the most popular SNS for marketers?

A)Identity reflection.
B)Social networking fatigue.
C)Social lock-in.
D)A & B.
E)B & C.

Question 7

Users that actively product content in the form of video,podcasts/music,stories,articles,and blog posts are known as ______.

A)Creators.
B)Members.
C)Lurkers.
D)Consumers.
E)Influencers.

Question 8

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 9

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 10

It is useful to compare social networks and to understand how their defining dimensions affect our ability to market brands within the social space.This is particularly relevant as users utilize more social channels for ______.

A)Commercial purposes.
B)Specialized purposes.
C)Social purposes.
D)Professional purposes.
E)None of these.

Question 11

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 12

Which of the following can represent secondary content?

A)Retweets.
B)Links to a celebrity blog.
C)Brands "liked" on Facebook.
D)All of these.
E)None of these.

Question 13

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 14

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 15

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 16

Which of the following describes the Social Community Zone?

A)It can be thought of as the 'relationship zone'.
B)Key activities include collaboration and conversation.
C)Social networks focus on acquiring and maintaining relationships.
D)We often converse and collaborate around content.
E)All of these.

Question 17

While many social networking sites remain open to anyone,many still require new members to register for membership and to use login specifications to access the community.Which of the following is not a reason to maintain a record of membership?

A)Aid in product development.
B)Promoting the site.
C)Offer highly targeted ad placements for advertisers.
D)Encouraging identity portability and adoption of OpenID standards.
E)License member data to external marketers.

Question 18

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 19

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 20

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 21

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 22

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 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 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 25

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 26

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 27

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.

Question 28

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 these

Question 29

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 30

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 31

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 32

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 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

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 35

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 36

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 37

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 38

Which of the following best describes a social context 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 39

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 40

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 41

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

A)Firm generated content (FGC).
B)Public relations crises.
C)User generated content (UGC).
D)Social data management.
E)None of these.

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

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

A)Brand persona and aesthetics.
B)Audience and degree of specialization.
C)The social objects that mediate relationships among members.
D)The degree of openness.
E)None of these.

Question 44

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

A)Creators are avid consumers of content,but lurkers will not reach past their own social graph when sharing content.
B)Creators make up 90% of online communities and lurkers frequently redistribute secondary content to larger audiences.
C)Both creators and lurkers contribute equally to the flow of content on social networking sites.
D)Creators actively produce content while lurkers make up 90% of online communities and often redistribute secondary content by sharing.
E)None of these.

Question 45

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

A)Facebook Connect.
B)Twitter Connect.
C)LinkedIn Connect.
D)A & B Only.
E)All of these.

Question 46

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

A)Spokesperson.
B)Brand actor.
C)Brand representative.
D)Brand mascot.
E)None of these.

Question 47

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?

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

Question 48

How does Facebook define 'organic reach'?

A)The number of people who were shown your post as a result of ads.
B)The number of people who saw your posts,regardless of where they saw it.
C)The number of people you can reach for free by posting.
D)The number of people who perform actions on your page.
E)None of these.

Question 49

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 50

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.'?

A)Social lock-in.
B)Statuscasting.
C)Message internalization.
D)Social sharing.
E)None of these.

Question 51

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'?

A)Brand animation.
B)Brand personification.
C)Brand characterization.
D)Brand imitation.
E)None of these.

Question 52

How do brands earn value in social media?

A)They engage customers over time.
B)They encourage customers to interact with the brand.
C)They encourage customers to share brand interactions with others.
D)B & C Only.
E)All of these.

Question 53

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

A)Results from the interactivity and interdependence of information sources.
B)Results solely from one-to-one communications.
C)Actors contribute and influence each other's actions.
D)Encompasses the entire communications environment in a which a brand/firm operates.
E)Feedback loops exist between all of the stakeholders in the brand's environment.

Question 54

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 55

Why do people share content via social media channels?

A)They find it interesting and/or entertaining.
B)They think it can be helpful to others.
C)They want to get a laugh.
D)A & B Only.
E)All of these.

Question 56

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 57

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 58

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 59

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

A)Megaphone,Magnet,Monitor.
B)Microphone,Megaphone,Magnet.
C)Microphone,Magnet,Monitor.
D)Microphone,Magnet,Monitor.
E)None of these.

Question 60

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.'?

A)Owned,earned.
B)Paid,earned.
C)Earned,owned.
D)Earned,paid.
E)Owned,paid.

Question 61

Which of the following best defines the 3M Model 'Monitor' approach?

A)Company broadcast posts.
B)Firm posts that invite consumer engagement.
C)Posts that reflect listening and responding to consumer conversations.
D)Posts that draw from popular trends and current events.
E)None of these.

Question 62

Which of the following best completes the sentence,'User content is ______ when its creation is motivated by an ______ intent on the part of its creator rather than incentivized or guided by the brand itself.'?

A)Earned,intrinsic.
B)Earned,extrinsic.
C)Organic,intrinsic.
D)Organic,extrinsic.
E)None of these.

Question 63

Word-of-mouth communication is critical for brands.A study of the impact of word-of-mouth communication and FGC for 60 brands found that WOM influences which of the following?

A)Brand equity.
B)Brand attitudes.
C)Purchase intent.
D)A & B Only.
E)All of these.

Question 64

Which of the following is not one of the parts of a typical Facebook ad?

A)Headline.
B)Caption.
C)Call to Action (CTA).
D)Comment section.
E)Image.

Question 65

Which of the following best completes the sentence,'Without ______ messages,brands minimize the amplification effects they could generate if their audiences found the FGC worth sharing with others.'?

A)Informative.
B)Viral.
C)Persuasive.
D)Interactive.
E)None of these.

Question 66

Which of the following is the first page that a person sees when he or she clicks through an ad to reach a brand's target site?

A)Social engagement ad.
B)Landing page.
C)Social context ad.
D)Clickthrough ad.
E)Response devices.

Question 67

Which of the following best completes the sentence,'From a customer perspective,______ means customers' behavioral manifestation toward a brand or firm,beyond purchase,resulting from motivational drivers.'?

A)Participation.
B)Engagement.
C)Interaction.
D)Motivation.
E)None of these.

Question 68

Which of the following best defines the 3M Model 'Magnet' approach?

A)Company broadcast posts.
B)Firm posts that invite consumer engagement.
C)Posts that reflect listening and responding to consumer conversations.
D)Posts that draw from popular trends and current events.
E)None of these.

Question 69

Brands can seed many forms of content in social communities as they try to boost engagement and sharing.______ offer a way for brands to invite consumers to engage and interact while they develop shareable content.

A)UGC campaigns.
B)CGM campaigns.
C)FGC campaigns.
D)Both UGC campaigns & CGM campaigns.
E)All of these.

Question 70

Which of the following describes the relationship between organic brand impressions and paid impressions.

A)Paid brand impressions are more influential and credible than organic impressions.
B)Organic and paid brand impressions are equally influential and credible.
C)Organic brand impressions are more influential,but less credible than paid impressions.
D)Organic brand impressions are more influential and credible than paid impressions.
E)Organic brand impressions are more influential,but less credible than paid impressions.

Question 71

Which of the following best defines the 3M Model 'Megaphone' approach?

A)Company broadcast posts.
B)Firm posts that invite consumer engagement.
C)Posts that reflect listening and responding to consumer conversations.
D)Posts that draw from popular trends and current events.
E)None of these.

Question 72

Today,the algorithms SNSs use to deliver content in member newsfeeds make it more difficult for brand messages to reach their fans.What should marketers do in response to this development?

A)Establish multiple Facebook profiles.
B)Plan a UGC contest.
C)Invest in paid ads in social media.
D)Rely on purely organic ads to reach users.
E)None of these.