Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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?

Accepted Answer

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

Question 4

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

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

Question 5

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.'?

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

Which of the following can represent secondary content?

Accepted Answer

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

Question 9

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

Accepted Answer

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. 
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 10

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.'?

Accepted Answer

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

Question 11

Which of the following best describes secondary content?

Accepted Answer

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. 
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 12

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?

Accepted Answer

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

Question 13

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

Accepted Answer

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. 
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 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

How do brands earn value in social media?

Accepted Answer

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. 
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 17

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

Accepted Answer

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. 
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 18

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.

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

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

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

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?

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?

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.'?

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

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

Which of the following can represent secondary content?

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

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.'?

Which of the following best describes secondary content?

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?

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

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

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

How do brands earn value in social media?

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

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.

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

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

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Social Media Marketing Strategy

Tactical Planning Execution

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Social Media Metrics

Filters

Exam 6: Social Community

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

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

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?

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?

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.'?

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

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

Which of the following can represent secondary content?

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

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.'?

Which of the following best describes secondary content?

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?

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

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

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

How do brands earn value in social media?

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

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.

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

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

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Social Media Marketing Strategy

Tactical Planning Execution

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Social Media Metrics

Filters

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.'?