Question 1

The fandom characteristic of fans collecting related items and experiences beyond the basic object is:

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 2

________ is the goal of OpenID,an authentication protocol that works across participating sites.

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 3

Presence indicators:

Accepted Answer

A)  are visual elements used to change the aesthetic of a web page. 
B)  are an option to have one's profile reflected back to them from the perspective of others. 
C)  are small digital badges that people can embed in emails and on websites to share their contact information and social affiliations. 
D)  enable users to project an identity more vividly to others within a community. 
E)  are things that others create we feel are worth redistributing to our social networks. 
A)  are visual elements used to change the aesthetic of a web page. 
B)  are an option to have one's profile reflected back to them from the perspective of others. 
C)  are small digital badges that people can embed in emails and on websites to share their contact information and social affiliations. 
D)  enable users to project an identity more vividly to others within a community. 
E)  are things that others create we feel are worth redistributing to our social networks.

Question 4

When brands create brand profiles within selected social networking communities,the brand acts as a ________ 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 5

An influence post:

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 to 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 to spread it to others. 
E)  occurs when an opinion leader publishes brand-relevant content, such as a blog post in social media.

Question 6

Glee fans associate themselves as Gleeks and feel a sense of belonging with other Gleeks.This is an example of the fandom characteristic 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

Question 7

A student who has a revelation at the beginning of her senior year that she'd rather be a marketing major than an accounting major may decide to just stick it out with balance sheets because it would require several additional years to complete the course requirements for a new major.This example is related to the concept of switching cost.

Accepted Answer

A) True 
 B)False

Question 8

The goal of the experience design of social media campaigns is to:

Accepted Answer

A)  inspire people to share it with others. 
B)  give users a choice of brand alternatives. 
C)  highlight a brand's competitive strength in the marketplace. 
D)  present a unique image to users. 
E)  create exclusivity among users. 
A)  inspire people to share it with others. 
B)  give users a choice of brand alternatives. 
C)  highlight a brand's competitive strength in the marketplace. 
D)  present a unique image to users. 
E)  create exclusivity among users.

Question 9

________ is a term that describes the extent to which a brand has delivered a value in exchange for the attachment fans have awarded it.

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 10

Newsfeed stories of brand interactions are called ________.

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 11

A social media omnivore might be all of the following things: an enthusiastic road tripper on TripAdvisor,a dedicated career marketer on LinkedIn,and an avid partyer on Facebook.

Accepted Answer

A) True 
 B)False

Question 12

How well a site can retain visitors during a single session and encourage repeat visits is labeled as its ________.

Accepted Answer

A)  activity stream 
B)  brand profile 
C)  fandom 
D)  stickiness 
E)  embed codes 
A)  activity stream 
B)  brand profile 
C)  fandom 
D)  stickiness 
E)  embed codes

Question 13

A gift application is an example of a virtual good.

Accepted Answer

A) True 
 B)False

Question 14

The fandom characteristic of fans personally and publicly associating with likeminded fans is:

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 15

On the ________ continuum,people can simply acknowledge a brand or they can work with a brand to develop new products.

Accepted Answer

A)  brand profile 
B)  derivative branded content 
C)  brand engagement 
D)  friendvertising 
E)  participatory advertising 
A)  brand profile 
B)  derivative branded content 
C)  brand engagement 
D)  friendvertising 
E)  participatory advertising

Question 16

________ let people share content where they wish,even on their own distribution networks.

Accepted Answer

A)  Embed codes 
B)  Social ads 
C)  Skins 
D)  Response devices 
E)  Identity reflectors 
A)  Embed codes 
B)  Social ads 
C)  Skins 
D)  Response devices 
E)  Identity reflectors

Question 17

The fandom characteristic of fans having a critical understanding of the object,its history,and its meaning beyond its basic functionality is:

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 18

________ is a term that describes the process by which a consumer adopts a brand belief as his or her own.

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 19

________ is a term that describes an online community of people enthusiastic about something or someone.

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 20

Which of the following is an indicator of the brand's success in establishing a known presence within a community?

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

The fandom characteristic of fans collecting related items and experiences beyond the basic object is:

________ is the goal of OpenID,an authentication protocol that works across participating sites.

Presence indicators:

When brands create brand profiles within selected social networking communities,the brand acts as a ________ in the network's social graph.

An influence post:

Glee fans associate themselves as Gleeks and feel a sense of belonging with other Gleeks.This is an example of the fandom characteristic of ________.

The goal of the experience design of social media campaigns is to:

________ is a term that describes the extent to which a brand has delivered a value in exchange for the attachment fans have awarded it.

Newsfeed stories of brand interactions are called ________.

A social media omnivore might be all of the following things: an enthusiastic road tripper on TripAdvisor,a dedicated career marketer on LinkedIn,and an avid partyer on Facebook.

How well a site can retain visitors during a single session and encourage repeat visits is labeled as its ________.

A gift application is an example of a virtual good.

The fandom characteristic of fans personally and publicly associating with likeminded fans is:

On the ________ continuum,people can simply acknowledge a brand or they can work with a brand to develop new products.

________ let people share content where they wish,even on their own distribution networks.

The fandom characteristic of fans having a critical understanding of the object,its history,and its meaning beyond its basic functionality is:

________ is a term that describes the process by which a consumer adopts a brand belief as his or her own.

________ is a term that describes an online community of people enthusiastic about something or someone.

Which of the following is an indicator of the brand's success in establishing a known presence within a community?

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 5: Social Communities

The fandom characteristic of fans collecting related items and experiences beyond the basic object is:

________ is the goal of OpenID,an authentication protocol that works across participating sites.

Presence indicators:

When brands create brand profiles within selected social networking communities,the brand acts as a ________ in the network's social graph.

An influence post:

Glee fans associate themselves as Gleeks and feel a sense of belonging with other Gleeks.This is an example of the fandom characteristic of ________.

The goal of the experience design of social media campaigns is to:

________ is a term that describes the extent to which a brand has delivered a value in exchange for the attachment fans have awarded it.

Newsfeed stories of brand interactions are called ________.

A social media omnivore might be all of the following things: an enthusiastic road tripper on TripAdvisor,a dedicated career marketer on LinkedIn,and an avid partyer on Facebook.

How well a site can retain visitors during a single session and encourage repeat visits is labeled as its ________.

A gift application is an example of a virtual good.

The fandom characteristic of fans personally and publicly associating with likeminded fans is:

On the ________ continuum,people can simply acknowledge a brand or they can work with a brand to develop new products.

________ let people share content where they wish,even on their own distribution networks.

The fandom characteristic of fans having a critical understanding of the object,its history,and its meaning beyond its basic functionality is:

________ is a term that describes the process by which a consumer adopts a brand belief as his or her own.

________ is a term that describes an online community of people enthusiastic about something or someone.

Which of the following is an indicator of the brand's success in establishing a known presence within a community?

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters