Test Bank Docx Understanding Digital Influence Chapter.8 2e

Chapter 8: Understanding Digital Influence

1. There are two camps on the question of digital influence. The two camps are those people who subscribe to the tipping point phenomenon and those that subscribe to the community rules phenomenon. What is the primary difference between these two schools of thought?
   1. The tipping point assumes that there is a small group who creates influence and the community rules phenomenon assumes that it is a large group who creates influence
   2. The tipping point assumes that there is only one issue that the community cares about, while the community rules philosophy assumes that there are many
   3. The tipping point assumes that there is a prolonged news cycle for any topic, while the community rules philosophy assumes that the news cycles are short
   4. The tipping point assumes that social media drives all news cycles, while the community rules philosophy takes a more holistic approach
2. There are six parts to the development of any modern-day media list. Which of the following is not one of those components?
   1. Identifying the pitch idea
   2. Determining the media type
   3. The presence of a social media profile
   4. Identifying the beat
   5. Selecting a tool
3. Of the many ways to construct a more effective media list, there are seven primary criteria to consider. Of those seven, which should you consider first?
   1. Syndication
   2. Post volume
   3. Reach
   4. Relevance
4. Klout is one of the original tools in the digital influence industry and continues to play a role in shaping the conversation even after it was acquired by Lithium Technologies. Klout’s algorithm is composed of many different parts, including metrics from all over the internet. How many metrics does Klout normally use to calculate its scores?
   1. 200
   2. 400
   3. 100
   4. 300
5. There are five key issues with Klout’s scoring approach. Which of the following is not one of those key issues?
   1. Algorithm ambiguity
   2. Weighting Uncertainty
   3. The online tool it delivers to users
   4. Score comparisons
   5. Fluctuations in scores
   6. Post volume
6. In the course of this chapter, it is recommended that companies create their own form of influencer identification and analysis. What three characteristics should make up your own influencer identification and analysis approach?
   1. Platforms, date range, weighting
   2. Personal connections, reach, and syndication
   3. Whether the influencer has been engaged by another brand, the presence of a social media platform and reach
   4. Writing style, opinion of the brand and reach
7. When you are calculating a person’s influence, there are three primary sets of metrics that you should use. Which of the following options represents those three sets of metrics?
   1. Reach, relevance and syndication metrics
   2. Reach, the number of social platforms they are on, syndication
   3. How many articles have they published, reach growth, syndication
   4. How often their posts are liked, total number of social platforms they are on and reach
8. There are two levels to calculating influence. The influence that the person’s outlet has on a community and then the influence the person has the community herself. Is this statement true or false?
   1. True
   2. False
9. An influencer list has applications beyond earned media. It can be used for paid media, owned media and shared media as well. Is this statement true or false?
   1. True
   2. False
10. There are ultimately four ways you can categorize your influencer list once it has been created. Which of the following is not one of those categorizations?
    1. VIPs
    2. Exclusive Access
    3. Pitch List
    4. Listening Only
    5. Social Media Outreach Only