Question 1

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?

Accepted Answer

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

Question 2

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?

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. E

Question 3

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. C

Question 4

Which of the following best describes seed app?

Accepted Answer

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. 
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 5

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'.

Accepted Answer

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

Question 6

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

Accepted Answer

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

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 best describes a social content ad?

Accepted Answer

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. 
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 9

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 10

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

Accepted Answer

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

Question 11

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 ________'?

Accepted Answer

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

Question 12

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

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 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?

Accepted Answer

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

Question 14

Which of the following companies uses an open source model?

Accepted Answer

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

Question 15

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?

Accepted Answer

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

Question 16

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?

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

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 19

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

Accepted Answer

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? 
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 20

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?

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.

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?

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?

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 best describes seed app?

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'.

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

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 best describes a social content ad?

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

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

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 ________'?

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

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?

Which of the following companies uses an open source model?

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?

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?

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

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

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?

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Social Publishing

Digital Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 5: Social Communities

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?

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?

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 best describes seed app?

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'.

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

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 best describes a social content ad?

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

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

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 ________'?

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

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?

Which of the following companies uses an open source model?

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?

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?

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

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

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?

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Social Publishing

Digital Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

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'.