54) What is content marketing?
A) Heavily advertising new blog content
B) Providing free information that is valuable to a community and helps the company build
closer ties with customers
C) Making sure marketing efforts are satisfying for everyone involved
D) Never promoting a company’s products or services in any way
E) Answering questions from buyers
55) How can you connect various pieces of your social media presence through a web platform
that you own and control?
A) Use community building
B) Include promotional efforts
C) Develop a central hub
D) Incorporate augmented reality sites
E) Include user-generated content
56) Even though each social network calls for a unique communication style, which of the
following should you keep consistent across all of them?
A) Posting schedule
B) Cross-linking to all platforms
C) Sales pitches
D) Personality
E) Community
57) Business communicators use a wide range of specialized and private social networks, in
addition to public networks.
58) Communities of practice consist of people who share enthusiasm for a particular product or
activity.
59) Social media has revolutionized customer service.
60) Peer-to-peer enclaves allow companies to supplement the talents of their employees with
services from one or more external partners.
61) Your online personality should change to match the norms of each social platform you use.
62) Successful social network groups can be defined fairly narrowly, such as owners of a specific
product.
63) How can businesses use social networking to support collaboration?
64) What is brand socialization? Why is it important in business?
65) What are the three categories of social networks used by businesses and professionals?
66) What role do social networks play in communities of interest, communities of practice, and
brand communities?
67) Describe crowdspeaking and how it is used.
68) Describe how social media can be used to better understand your target market.
69) Describe how communities of practice and brand communities can benefit companies.
70) Which of the following can be used to provide digital information to enhance physical
reality, such as 3D graphics or texts?
A) Virtual reality
B) Content marketing
C) Hubs
D) User-generated content
E) Augmented reality
71) Which of the following is used to create the sensation of being in an alternative
environment?
A) Virtual reality
B) Content marketing
C) Hubs
D) User-generated content
E) Augmented reality
72) In which type of social network site do users contribute most or all of the content?
A) Content submission sites
B) User-generated content sites
C) Virtual reality sites
D) Content curation sites
E) Augmented reality sites
73) Which of the following could companies do to encourage positive reviews on user-generated
content sites?
A) Reward customers for positive reviews
B) Guide customers to the best content
C) Focus on high levels of performance and quality
D) Share valuable material with the audience
E) Incorporate ready-made curation solutions
74) How do content curation sites differ from other social network sites?
A) They generate new content on a regular basis
B) They replace traditional advertising and communication efforts
C) They focus on rewarding customers for use
D) They let communicators guide readers or followers to carefully chosen selections of existing
materials
E) They allow customers to talk about themselves and their interests
75) Which of the following website tools can you use to stand out as an expert in your field?
A) A statement on ethical issues tied to a website
B) FAQs
C) Private email
D) An authentic voice
E) Content curation
76) Which of the following is one area of ethical concern on a content curation site?
A) Presenting someone else’s content as yours
B) Filtering materials
C) Targeting a specific audience
D) Incorporating articles, video, and other media
E) Using a dedicated website
77) What type of social network site focuses primarily on letting visitors answer questions posted
by other visitors?
A) Filtering
B) Community Q&A
C) Augmented reality
D) Content curation
E) User-generated content
78) Community Q&A sites offer opportunities for building your personal brand. When you’re
responding to an individual’s question, keep in mind that
A) community Q&A sites are a fad, so responding to questions is a waste of time.
B) your reply to the question will only be relevant to the person who asked it.
C) material that’s posted on a Community Q&A site won’t be visible for long.
D) you’re responding in advance to anyone who has the same question and visits the site.
79) Which of the following is one advantage to responding to questions posted on a social
network site?
A) You spend more time on customer service
B) You can respond to only one user at a time
C) It is a great way to build your brand
D) You can respond with the “corporate voice”
E) It is a great way to choose a topic of interest to the audience
80) Which of the following should be the key goal of gathering information for a content
curation site?
A) Understanding your own needs
B) Speaking in a corporate voice
C) Maintaining a fun and unpredictable personality brand
D) Providing the best material possible based on the audience’s needs
E) Being entertaining
81) YouTube, Wikipedia, and Twitter are popular examples of
A) general-purpose social networks.
B) user-generated content sites.
C) community macromedia outlets.
D) private-label social networks.
82) Which of the following is one advantage to responding to questions posted on a community
Q&A site?
A) You can establish your brand
B) You can respond to customers at the same time
C) You don’t have to guess which material best meets the audience’s needs
D) You can provide easy links to your online résumé
E) You can demonstrate your commitment to customer service
83) Starbucks Coffee, Animal Planet, and Turner Classic Movies offer their followers ________
via their branded channels on YouTube.
A) value-added content
B) interesting information
C) question-and-answer forums
D) annual reports and financial statements
84) Which of the following is a good way to counter online misinformation about your company
or its products?
A) Respond to misguided remarks on community Q&A sites with correct information
B) Write a blog post explaining how careful your company is
C) Show the product using virtual reality
D) Communicate with a corporate voice
E) Repeat information constantly
85) Yelp has used a ________ strategy to become a major influence on the behavior of
consumers and businesses in large cities across the United States.
A) voice of reason
B) voice of the crowd
C) voice in the city
D) voice of the customer
86) Because responses to online posts can act as reference material, what should be kept in mind
when preparing such posts?
A) Your needs as a communicator
B) A long timeframe and a wider audience
C) Ability to transfer information to other types of technology
D) How to replace your posts with video and other materials
E) That you are writing to a group of experienced users
87) As an alternative to newsfeeds, ________ involves aggregating (gathering) and curating
(sorting, categorizing, and presenting) information on a particular topic in a way that makes it
convenient for targeted readers.
A) blog rolling
B) content curation
C) hub syndication
D) virtual automation
88) Which of the following are content curation sites?
A) Vimeo and YouTube
B) Facebook and Google+
C) Pinterest and Scoop.It
D) Digg and Reddit
89) The business applications of blogging do NOT include
A) anchoring your social media presence.
B) recruiting potential employees.
C) enabling word-of-mouth marketing.
D) encouraging collaboration on writing projects.
90) With the rise of social media in business, community manager is one of the hottest new jobs
in the workplace. Typically, community managers are NOT responsible for
A) reconciling net income and cash flow from social media operations.
B) understanding the “nuts and bolts” of using social media effectively.
C) inspiring people to be passionate about a company and its brands.
D) measuring the effects of social interaction and using them to plan new initiatives.
91) On ________, users rather than website owners contribute most or all of the content.
A) instant-viral recognition (IVR) sites
B) open-access system (OAS) sites
C) net-neutral operation (NNO) sites
D) user-generated content (UGC) sites
92) Basically, a ________ is the social media interface between a company and its external
stakeholders.
A) media maven
B) community manager
C) social media networker
D) computer marketing manager
93) In general, user-generated content sites have yielded disappointing results for companies that
have used them for business purposes.
94) When you respond to a question posted on a community Q&A site, your answer is nothing
more than a quick fix for a short-term problem.
95) Within a business context, a community manager writes software code for corporate social
media networks.
96) Guiding users to the best material for their needs can be done through the use of content
curation sites.
97) Virtual reality and augmented reality accomplish the same goal.
98) What are user-generated content (UGC) sites? Why are these sites useful in business?
99) What is content curation? What is its potential effect on business communication?
100) How can virtual reality be used in a training environment?
101) Describe the ethical implications of engaging in content curation.