Question 1

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.

Question 2

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?

Accepted Answer

A) Brand profile. 
B) Derivative branded content. 
C) Brand engagement. 
D) Friendvertising. 
E) Participatory advertising.

Question 3

Which of the following is the goal of OpenID,an authentication protocol that works across participating sites and helps minimize the switching cost problem?

Accepted Answer

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

Question 4

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?

Accepted Answer

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.

Question 5

Which of the following best describes a social engagement 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.

Question 6

Which type of social networking site is differentiated by an emphasis on some common hobby,interest,or characteristic that draws members to the site?

Accepted Answer

A) Decentralized network. 
B) Vertical network. 
C) Parallel network. 
D) Centralized network. 
E) Focused network.

Question 7

Which of the following best describes an organic social 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. 
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 8

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?

Accepted Answer

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 9

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?

Question 10

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'?

Accepted Answer

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

Question 11

Which fandom characteristic defined as fans becoming involved in the creation of content related to the object?

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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.'?

Accepted Answer

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

Question 14

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.

Question 15

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.

Question 16

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?

Accepted Answer

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

Question 17

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.'?

Accepted Answer

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

Question 18

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

Accepted Answer

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 19

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

Accepted Answer

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

Question 20

Which of the following best defines the 3M Model 'Monitor' 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.

Exam 6: Social Community