Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 3: Personal and Professional Branding
Test Bank
Multiple Choice
1. ______ allows you to have a distinguishable voice and community on social media.
A. Brand voice
B. Brand presence
C. Personal brand
D. Personality
2. Those who are successful in establishing their presence on social media also have
strong ______, which are groups of individuals who come together based on similar
interests and experiences.
A. communities
B. influencers
C. brands
D. ambassadors
3. Reputations are important to note for social media professionals. Reputations are all
EXCEPT ______.
A. evolving
B. fragile
C. formed through personal interactions
D. stable
E. influenced by word-of-mouth
4. ______ is uniquely memorable and a key attribute others look to for a social media
presence.
A. Personality
B. Brand voice
C. Tone
D. Appearance
5. Tyrion is striving to distinguish himself in the Targaryen Agency as a social media
strategist. He wants to make sure all of his profiles are the same and he’s sharing
content that reflects his expertise in the field. What is Tyrion trying to do?
A. He’s trying to interject his personality into his social media presence.
B. He’s trying to embrace consistency in his social media presence.
C. He’s trying to interject his brand voice into his social media presence.
D. He’s trying to interject his family roots into his social media presence.
6. Diana Prince is considered to be a leading voice in team leadership for Instagram.
Her experiences in working with teams over the years has allowed her to develop this
reputation for herself in the social media industry. What has Diana built for herself?
A. She’s demonstrated her level of advocacy in the field.
B. She’s demonstrated her level of intelligence in the field.
C. She’s demonstrated her level of expertise in the field.
D. She’s demonstrated her level of consistency in the field.
7. There are a lot of fake professionals out there who are trying to present themselves
as experts in the social media space. How can social media professionals identify
them?
A. No one calls themselves an expert on social media because the field is constantly
changing.
B. They have a ton of engagement on social media.
C. They have quality followers and no bots attached to them.
D. They are endorsed and recognized for their automated communication with others.
8. Individuals, like @TheRock, who are committed to helping others in the community is
what type of persona type?
A. careerist
B. hipster
C. altruist
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
D. connector
9. Deidre Breakenridge, a prominent public relations practitioner and author, make sure
she is active on Twitter and helps making virtual connections with others, including
students and fellow professionals. She is highly engaged and makes sure everyone
knows each other in her network. What type of personal brand is Deirdre?
A. altruist
B. careerist
C. connector
D. selective
10. The overall tone you present in your updates and communication online is called a
______.
A. brand personality
B. brand voice
C. brand position
D. brand image
11. ______ are the direct associations you want to have for your own personal brand
you want people to remember and recall about you, and how these attributes are
different from the other associations that are being made by others who are like
yourself.
A. Personal brand associations
B. Personal brand attributes
C. Personal brand characteristics
D. Personal brand metrics
12. Benedict Sherlock is a new member of London society wants to establish himself in
the field. He wants to create content that resonates with his community of detectives
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
that is shared out consistently across his various platforms and his audiences. What is
Benedict trying to do?
A. He is implementing a content strategy.
B. He is trying to copy the strategies that have worked for his competitor, Moriarity.
C. He is trying to establish his brand voice.
D. He is implementing a community-based strategy.
13. ______ focuses more on the key group of people a person or brand wants to reach.
A. Content strategy
B. Community-based strategy
C. Audience strategy
D. Attribute strategy
14. Tools that can be used to create content for social media professionals include all
EXCEPT ______.
A. Talkwalker
B. Adobe Spark
C. Canva
D. Hemingway App
E. none of these
15. You have to determine what you can bring to the table either as a ______ (covers a
broad overview of social media at a macro level) or a ______ (focusing on one or more
areas in particular in social media at the micro level).
A. generalist; specialist
B. specialist; generalist
C. collaborator; creative
D. creative; collaborator
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
True/False
1. Dwayne Johnson is an example of not having a strong presence on social media.
2. Having a digital identity on social media presently is a way of life, according to Brian
Solis.
3. Listing yourself as a social media “guru” means you will gain the respect as a leader
in the field.
4. Research is not a needed component for social media professionals today to
establish themselves in the field.
5. Writing is one of the most important skills to have in order to create a strong brand
voice online.
1. What is the difference between a personal brand and a brand voice?
2. Name three things to help identify a fake personal brand.
3. Identify the six different types of personal brands you can have.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
4. Name three components needed for a personal brand.
5. What is influence?
Essay
1. Discuss how you would define a personal brand. Highlight an example of someone
who has a strong personal brand and why based on the characteristics outlined in the
chapter.
2. You have been asked to discuss your personal brand to a future employer. Highlight
your personal brand based on the three characteristics outlined in the chapter.
3. You have been tasked to create a checklist for fake followers for your internship.
What are three necessary components that need to be addressed?
4. You read the statement: You control your actions on social media. Do you agree with
this point or not? Explain your rationale and reasoning.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
5. You have been asked to create a personal brand audit for yourself. Walk through the
process of how you will go about in doing this, and the rationale behind this.
