Deck 5: Social Communities

Question 1

All of the following are skin/theme elements associated with one's profile EXCEPT:

A) background scenes.
B) colors.
C) fonts.
D) menu styles.
E) handles.

Answer 1

E

Question 2

Statuscasting:

A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes.
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlight the best participants who contribute to sites.

Answer 2

A

Question 3

Instant messages are a form of ________.

A) secondary content
B) consumer-generated media
C) skins
D) response devices
E) directed communications

Answer 3

E

Question 4

All of the following are examples of a presence indicator EXCEPT:

A) menu styles.
B) mood icons.
C) friend lists.
D) status updates.
E) availability icons.

Question 5

________ is/are perishable-they require the active,real-time involvement of two or more people to make sense.

A) Asynchronous communication
B) Synchronous communication
C) Virtual goods
D) OpenSocial code
E) Message internalization

Question 6

Entering a virtual world in avatar form and striking up a conversation with another avatar in real-time is an example of ________.

A) asynchronous communication
B) synchronous communication
C) virtual goods
D) OpenSocial code
E) message internalization

Question 7

Identity cards:

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 8

All of the following are ways to engage with others in your network EXCEPT:

A) status updates.
B) direct messages.
C) lurks.
D) nudges.
E) instant messages.

Question 9

Our ability to stay in touch,using digital communications and social media,with people to whom we wouldn't otherwise have access due to time limitations and geographic dispersion is labeled as ________.

A) message internalization
B) directed communications
C) ambient intimacy
D) identity portability
E) stickiness

Question 10

A nudge:

A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes.
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlight the best participants who contribute to sites.

Question 11

Identity reflectors:

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 12

________ says that most people can maintain only around 150 meaningful relationships,online and off.

A) The open source model
B) Social data
C) Dunbar's number
D) Social media omnivores
E) Social networking fatigue

Question 13

________ create(s)online content that is durable-we can consume the content at a later point in time.

A) Asynchronous communication
B) Synchronous communication
C) Virtual goods
D) OpenSocial code
E) Message internalization

Question 14

Skins (aka themes):

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 15

Facebook lets you see what your friends are doing and thinking even if you have not seen or spoken to them in quite some time.This is an example of ________.

A) message internalization
B) directed communications
C) ambient intimacy
D) identity portability
E) stickiness

Question 16

All of the following are examples of an element related to social sharing EXCEPT:

A) photos.
B) videos.
C) songs.
D) skins.
E) opinions.

Question 17

________ is/are one-to-one interactions on a social network between two users.

A) Secondary content
B) Consumer-generated media
C) Skins
D) Response devices
E) Directed communications

Question 18

Social sharing:

A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes.
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlight the best participants who contribute to sites.

Question 19

Presence indicators:

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 20

Activity streams:

A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes..
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlight the best participants who contribute to sites.

Question 21

________ 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 22

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

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

Question 23

A site leaderboard:

A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes.
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlights the best participants who contribute to sites.

Question 24

________ 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 25

Which of the following companies does the chapter say uses an open source model?

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

Question 26

In a(n)________,developers post their programs on a public site and a community of volunteers is free to tinker with them,develop other applications using the code,then give their changes away for free.

A) activity stream
B) backchannel
C) internal social network
D) open source model
E) niche market

Question 27

Social media omnivores:

A) avoid SNSs entirely.
B) dabble in one or two SNSs.
C) eagerly participate exclusively in one SNS.
D) eagerly participate in several different SNSs.
E) can be grouped under the term "lurker."

Question 28

All of the following represent a dimension in which SNSs vary EXCEPT:

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.

Question 29

Sites that choose to enable authentication with Facebook Connect are practicing ________.

A) activity streaming
B) ambient intimacy
C) identity reflection
D) internal social networking
E) identity portability

Question 30

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

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

Question 31

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

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

Question 32

________ are applications that make it easy to share from many locations.

A) Uploading functionalities
B) Social ads
C) Skins
D) Response devices
E) Identity reflectors

Question 33

A(n)________ are those a specific organization builds for its own use and limits to members of the organization.

A) activity stream
B) backchannel
C) niche market
D) external social network
E) internal social network

Question 34

Nissan launched a site for its employees called N-Square.The network enables employees to post profiles,maintain a blog,participate in discussion groups,and share files.This is an example of a(n)________.

A) activity stream
B) backchannel
C) niche market
D) external social network
E) internal social network

Question 35

________ refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites.

A) OpenSocial code
B) Brand profile
C) Synchronous communication
D) Derivative branded content
E) Embed code

Question 36

Secondary content:

A) is a visual element used to change the aesthetic of a web page.
B) is an option to have one's profile reflected back to them from the perspective of others.
C) is 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) is what others create that we feel are worth redistributing to our social networks.

Question 37

A(n)________ is open to people who are not affiliated with the site's sponsor.

A) activity stream
B) backchannel
C) niche market
D) external social network
E) internal social network

Question 38

An application on your mobile phone that streams a Twitter feed is an example of a(n)________.

A) uploading functionality
B) social ad
C) skin
D) response device
E) identity reflector

Question 39

An example of ________ is when a user's FourSquare checkins feed directly to Twitter and Facebook.

A) rich media
B) friendvertising
C) ongoing sharing
D) identity reflectors
E) message internalization

Question 40

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) ambient intimacy
B) Dunbar's number
C) social networking fatigue
D) fandom
E) message internalization

Question 41

Fans of Glee may feel that the program reflects an important aspect of their own life,perhaps related to involvement in the performing arts,a sense of being a misfit,or nostalgia surrounding the challenging days of high school.This is an example of the fandom characteristic of ________.

A) emotional engagement
B) self-identification
C) cultural competence
D) auxiliary consumption
E) production

Question 42

An influence post:

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 43

When brands invite content,set mandatory guidelines and specifications,and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV,they use ________.

A) friendvertising
B) participatory advertising
C) social context advertising
D) statuscasting
E) social engagement advertising

Question 44

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

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 45

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

A) theme
B) skin
C) node
D) seed
E) badge

Question 46

________ is/are collected from information users leave in their digital footprints and lifestreams.

A) Earned reach
B) Gift applications
C) Social data
D) Skins
E) Virtual goods

Question 47

A ________ page is the first page that a person sees when he or she clicks through an ad to reach a brand's target site.

A) leaderboard
B) identity
C) badge
D) landing
E) rich media

Question 48

________ 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 49

In a(n)________,others can view and pass content on to their respective networks.

A) gallery
B) activity stream
C) brand profile
D) leaderboard
E) landing page

Question 50

A seed app:

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 51

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

Question 52

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

Question 53

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

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

Question 54

________ 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) Themes
B) Social ads
C) Synchronous communications
D) Rich media
E) Response devices

Question 55

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

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

Question 56

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

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

Question 57

The fandom characteristic of an object being meaningful in the life of the fan is:

A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.

Question 58

Newsfeed stories of brand interactions are called ________.

A) rich media
B) skins
C) statuscasts
D) derivative branded content
E) friendvertising

Question 59

When Girls With Guts (http://girlswithguts.blogspot.com/)blog about a recent restaurant opening,the earned media is known as a(n)________.

A) virtual good
B) nudge
C) brand profile
D) backchannel
E) influence post

Question 60

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

Question 61

Facebook's "wall" is an example of an activity stream.

Question 62

________ 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 63

SNS users can consume even without shared content.

Question 64

The majority of people in online communities are lurkers (those who consume but don't create content).

Question 65

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

A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.

Question 66

A gift application is an example of a virtual good.

Question 67

Fans of Glee can buy Glee: The Christmas Album,download Glee music from iTunes,buy and play the Glee iPad app,play the Glee Karaoke Wii game,and wear clothes that sport the Glee logo.This is example of the fandom characteristic of ________.

A) emotional engagement
B) self-identification
C) cultural competence
D) auxiliary consumption
E) production

Question 68

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

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

Question 69

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

A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.

Question 70

LinkedIn is an example of an external social network.

Question 71

The less there is to do on a site,the "stickier" the site is.

Question 72

Yahoo! employees meet in the Backyard,its company social network site.This is an example of an external social network.

Question 73

Fans of Glee post their favorite clips (unofficially),and record and post their own renditions of Glee tunes to YouTube.This is example of the fandom characteristic of ________.

A) emotional engagement
B) self-identification
C) cultural competence
D) auxiliary consumption
E) production

Question 74

The fandom characteristic of fans becoming involved in the creation of content related to the object is:

A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.

Question 75

Instant messaging is a form of asynchronous communication.

Question 76

Directed communication is passive,whereas consumption communication is active.

Question 77

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

A) emotional engagement
B) self-identification
C) cultural competence
D) auxiliary consumption
E) production

Question 78

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

A) emotional engagement.
B) self-identification.
C) cultural competence.
D) auxiliary consumption.
E) production.

Question 79

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

A) a leaderboard
B) the fan base
C) badges
D) clickthroughs
E) social lock in

Question 80

Creators make up roughly 80 percent of all social media users.