Mooc 1:

Quiz 1:

Question 1
According to recent Crowdtap and Forbes surveys, people said which of the following most
influenced consumers’ purchase decisions?
a) Family and friends
b) Bloggers
c) Professional networks
d) People they follow on social media

Question 2
Which of the following are the 4 C’s of Social?
a) motivateContent, Connecting, Community & Curating
b) Content, Community, Concentration & Communications
c) Communications, Concentration, Concurrence & Curating
d) Communications, Community, Content & Concurrence

Question 3
In Judy Franks’ interview, she discusses Five Global Truths That Make Sense of a Messy
Media World. Which of the following is a truth she noted?
a) Linear: Content travels from Point A to Point B with limited disruption.
b) Circuits: Media circuits are now open and in the hands of engaged consumers.
c) Certainty: Every medium has a specific function/utility with limited overlap.
d) Selection: Heavy users of certain media tend to be light users of others.

Question 4
Which of the following is a reason why marketers are having so much trouble adapting to a
new media ecosystem?
a) Analog marketers are thriving in the new ecosystem.
b) You need to develop media separately because they do not overlap.
c) Media platforms need to be liberated from silos.
d) Media is the most important part of social and its impact on marketing.

Quiz 2
Question 1:
Which of the following is a megatrend needed to develop social marketing strategies that
grow market share and maximize results and profits for our organization? Check all that
apply. (This question has multiple answers)
a) Develop a holistic view of social
 b) Return to analog marketing
c) Think real-time
d) Every medium has a specific function/utility with limited overlap
e) Develop your professional networks
Question 2
What is the difference between social networks at the top of the social pyramid and virtual
communities at the bottom of it?
a) Social networks are where people connect with people and virtual communities are
where people connect with companies.
b) Social networks are where the really deep discussions are taking place.
c) Social networks are more popular, so they are at the top of the social pyramid.
d) Social networks have shallow, quick conversations on a topic, whereas virtual
communities have deeper and more long-term discussions of a topic.
e) Virtual communities are much larger than social networks like Facebook and RenRen.

Question 3
Which of the following principles will help you succeed in managing change in social?
Check all that apply. (This question has multiple answers)
a) Add new sites immediately to catch any potential buzz.
b) Only add sites when they are popular to your target audiences.
c) Classify sites by their function.
d) Focus only on sites containing your high-value markets.
Question 4
Why are thought leaders important for your organization?
a) Thought leaders think deeper thoughts, so they are like philosophers.
b) They are influencers who have significant numbers of followers, and one positive
mention from them will impact the people you want to attract.
c) Thought leaders are likely our competitors and we need to keep track of them.
d) They really aren’t important to develop for most organizations.

Quiz 3:
Question 1
Which of the following are characteristics of social networks? Check all that apply. (This
question has multiple answers)
a) The creators of social networks are entrepreneurs who want to eventually monetize
their site.
b) Social networks are created to link members together as families, friends or
colleagues to allow for conversation and the exchange of pictures.
c) Many social networks start by focusing on communication. Then, after they grow,
they add some type of revenue generation device like advertisements to raise
revenues. .
d) Most social networking sites are created by members who also manage them.
Question 2
Which of the following statements is true about virtual communities? Check all that apply.
(This question has multiple answers)
a) Virtual community members want to address their needs to express their passions or
address a life event.
b) The creators of virtual communities are entrepreneurs who want to eventually
monetize their site.
c) Most virtual communities are created by members who also manage them.
d) Conversations are deep and focused on subjects of interest to the members.

Question 3
In a community, what is the role of the influencer?
a) Influencers want to dominate discussions within the community.
b) Influencers like to take controversial positions to draw attention to themselves.
c) Influencers connect community experts with community members to spread key
information throughout the community.
d) Influencers want to be experts but don’t have the time to do it themselves.

Question 4
Which of the following are true of passion communities?
a) People are driven to passion communities by life events such as retirement or getting
married.
b) People join passion communities to learn from experts who have been there before.
c) Passion communities address an internal need of ours, and we seek them because we
want to.
d) Passion communities are a temporary need and we grow out of them quickly.

Question 5
As an organization, what is important when we want to engage a trigger event community?
a) These communities have permanent members who will always want to talk about the
newest trends and community gossip.
b) We need to encourage peer-to-peer discussions to let members talk to each other.
c) These communities are on a mission and want to hear from experts who have the
solutions they need.
d) We need to always keep up with the current trends and quickly provide them to our
members.

Question 6
As an organization, what is important when we want to engage a passion community? Check
all that apply. (This question has multiple answers)
a) Members will quickly leave a passion community once they “grow up.”
b) Community members don’t want to talk to each other – they want expertise.
c) Passion communities are always seeking the newest trends, so we will need to keep
up to remain relevant to our members.
 d) We need to encourage peer-to-peer discussions to let members talk to each other
about trends and important topics.

Mooc 2:
Quiz 1:
Question 1
In social Big Data a “document” refers to:
a) a portion of an entry containing important analysis information.
b) any writing that is generated by a word processor.
c) an application programming interface.
d) any single entry or posting on any type of social media.

Question 2
A paragraph within a blog article would be considered a/an:
a) snippet
b) SocialGist
c) document
d) API
Question 3
APIs (automatic programming interface) are used for what purpose?
a) To extract social data in real-time from a social site.
b) Microblogging within social networks.
c) To standardize the connection of learning systems with external service tools.
d) Generating discussion about social media.
Question 4
When thinking about your professional persona, which of the following recommendations
should you consider? (This question has multiple answers)
a) In order to capitalize on the potential of collection social data, it is important to know
what the various tools do, but not how they actually work.
b) If something is free, you are the product.
c) Somebody is always trying to figure out who you are, what you do and what your
future might hold.
d) What happens on the internet, stays on the internet.

Question 5
Which of the following text analytics terms is used to describe how people on social “feel”
about a topic?
a) Themes/Topics
b) Sentiment
c) Intentions
d) Categories
Quiz 2:
Question 1
Which of the following is a common mistake companies make when trying social monitoring
systems?
a) Companies follow communities and groups associated with their product or service
type.
b) Companies search for nicknames, initials or abbreviations when using social
monitoring systems.
c) Companies use APIs to extract social data in real-time from a social site.
d) Companies assume communities are referring to them by name.

Question 2
Regardless of the market you want to monitor, discussions on social are typically about
which of the following: (This question has multiple answers)
a) Products and services.
b) Key people in these organizations.
c) Topics of interest to the community.
d) Organizations, including your company and your competition.

Quiz 3:
Question 1
When is it important to use a "for fee" social analytics system?
a) When you want to analyze a certain language
b) When you need to analyze a topic over a period of time
c) When you want a word cloud
d) When you want to explore a certain country
Question 2
Sentiment accuracy is difficult to ascertain on which level?
a) Document
b) Mention
c) Social
d) Snippet

Quiz 4:
Question 1
Social monitoring is used for which of the following? (This question has multiple answers)
a) Crisis management
b) Real-time marketing
c) Developing personal brands
d) Developing social strategies
Question 2
The “Give to Get” mantra involves which types of actions?
a) Giving constructive criticism to influencers and members of the community when
they post something.
b) Giving your influencers a list of topics and categories you would like them to post
about.
c) Paying extra fees to free social monitoring services to get enhanced capabilities.
d) Sharing tweets, blogs, and other media of your influencers with a positive tone.
Question 3
How does Taco Bell deal with their more “passionate fans” on social media?
a) They hire them as social media consultants.
b) They bypass this group to focus on more traditional advertising campaigns.
c) They pay their most influential fans to share advertisements on their profiles.
d) They create a relationship with them and announce their latest products to these
followers first.
Question 4
When using social monitoring to manage crisis, at which point has the issue been detected too
late?
a) Twitter and Facebook
b) When it appears on the news or in print
c) At the second posting
d) At the first posting

Mooc 3:
Quiz 1:
Question 1
Which of the following would be the best application for engagement marketing?
a) Commodity or impulse products or products with a short selling process.
b) Products that do not have a specific target market.
c) Products which provide several options or choices within a brand.
d) Expensive products which require a long decision and financing process, such as
buying a new car.

Question 2
Which of the following is social strategies used by organizations focuses on growing social
audiences and attracting people to social assets?
a) Engagement Marketing
b) Social IMC
c) Product placement marketing
d) Nurture marketing
Question 3
What is the success of Engagement Marketing measured in?
a) Social metrics, such as followers and likes
b) Sales metrics
c) Bottom-line business metrics; Return-on-investment
d) Leads turned to prospects
Question 4
What type of engagement marketing strategy involves reaching a target market with content
that is so “awesome,” those who access it will tell all of their friends about it?
a) Long selling process
b) Going viral
c) Social IMC
d) Nurture marketing
Question 5
Which of the following statements is true of anonymous relationships with a target market?
a) Companies will use a database to track these individual relationships.
b) Companies communicate with these relationships individually.
c) Companies can communicate with them using a social handle.
d) Anonymous relationships are typically cultivated in Nurture or Social IMC strategies.
Question 6
The social site Upworthy found that viral content occurs when you address three parameters.
Which of the following is NOT one of those parameters?
a) The content must blend in with other common marketing.
b) The content must be meaningful to the target market.
c) The content must be visual.
d) The content must be unique and something they have not seen before.

Quiz 2:
Question 1
Nurture Marketing is designed to develop which of the following?
a) Anonymous likes and follows on social media
b) Only first engagement opportunities
c) A community-minded focus
d) A 1-to-1 sales relationship with social visitors.

Question 2
Which of the following is true about Embrace Marketing? Check all that apply: (This
question has more than one correct answer)
a) Database-driven, long-term relationships are common with Embrace Marketing.
 b) Short-term, anonymous relationships are common with Embrace Marketing.
c) The Nurture Marketing and Social IMC strategies are two types of Embrace
Marketing.
d) Embrace is an acronym that stands for Empowering Brand Activated Community
Engagement.
Question 3
Which of the following are the most important questions to ask in a Nurture Marketing
strategy? Check all that apply. (This question has more than one correct answer)
a) “How many likes and follows have we generated?”
b) “Where are you in the product purchase lifecycle?”
c) “Who are you?”
d) “How many emails would you like to receive?”

Question 4
After acquiring registration and email information from prospects, a company should NOT
do which of the following?
a) Database the user’s email and registration information.
b) Send daily emails about their products and services in order to generate sales.
c) Engage users in real-time marketing.
d) Observe users using their web, social sites, and private virtual communities.

Question 5
Which of the following is typically a feature of the landing page? Check all that apply. (This
question has more than one correct answer)
a) Company logo and title
b) High impact sales copy
c) Knowledgebase data fields
d) Social links to like or follow

Question 6
Which of the following will help ensure future success when collecting knowledgebase data?
Check all that apply. (This question has more than one correct answer)
a) Companies should not include opt-outs so that every registrant will get the same
emails.
b) Companies should keep it short and simple. The more information they ask for, the
more registrants they will lose.
c) Companies should attach a tracking cookie to allow them to understand their market
segment and current point in the product purchase lifecycle.
d) Companies should send registrants a follow-up email invitation to access your
relevant content, ensuring accuracy of their email address.
Quiz 3:
Question 1
Which of the following statements best describes a filter and focus blog?
a) The blog author(s) filter through various subjects and markets and focus on different
markets and topics each week.
b) The blog filters through one particular expert’s writings and re-hashes them for
quicker consumption.
c) The blog author(s) filters through all of the relevant content from the experts on a
subject and narrows it down to the most timely, relevant, and credible information and
recommendations.
d) The blog filters through all of the readable information on the topic and focuses on the
most complex and intricate information on the subject for only the most well-
informed readers.

Question 2
Which of the following are important in creating effective, impactful blog posts? Check all
that apply. (This question has more than one correct answer)
a) Catchy headlines
b) Formal, complex words and jargon
c) Clean formatting
d) Relevant topic
e) Images

Question 3
When formatting a blog article, which of the following is NOT recommended?
a) Bulleted and numbered lists
b) Long paragraphs that explore topics in depth.
c) Bold and italics to add emphasis and draw attention
d) Using short headers and sub-headers
Question 4
What information should be included in a successful filter and focus blog article? Check all
that apply. (This question has more than one correct answer)
a) Relevant and actionable recommendations
b) Unbiased, summaries of information from the experts
c) Topics specifically involving what is successful in the target market
d) A way to contact you
Mooc 4:
Quiz 1:
Question 1
What are the three main choices marketers have in spending their time and money?
a) Owned, leased, and coopted media
b) Public, private, and open media
c) Paid, owned, and earned media
d) Paid, free, and split-cost media

Question 2
Marketing pundits and agencies mostly agree that marketers should “pay as little as you can,
own as much as you can, and earn positive social mentions.” What unsolvable questions does
this riddle still pose? Check all that apply.
a) Who can simply rely on the behavior of others?
b) How much exactly is “pay a little”?
c) What if you build it and they don’t come?
d) What if social becomes obsolete?

Question 3
Why has paid media become so expensive given all of the options available today? Shouldn’t
paid media prices have declined?
a) The supply of mass media has declined.
b) The supply of mass media has increased.
c) Audiences to any single media occurrence are larger than they used to be.
d) When you have to buy advertising a la carte as opposed to in bulk, prices will be
lower.

Question 4
In IMC’s rethinking of traditional marketing approaches, which of the following would be the
logical first step in the P/O/E media strategy?
a) Find out who you are trying to reach.
b) Find out when in a customer’s journey it is most appropriate to engage.
c) Find out what messages and incentives to provide.
d) Find out where your marketing and content materials should be distributed.

Quiz 2:
Question 1
Which type of advertising is intended to motivate an immediate action?
a) Analog advertising
b) Direct response advertising
 c) Stunting/Visibility advertising
d) Persuasion/Big Brand advertising
Question 2
Which type of advertising is intended to change awareness or perceptions in order to
influence future behavior?
a) Direct response advertising
b) Analog advertising
c) Stunting/Visibility advertising
d) Persuasion/Big Brand advertising

Question 3
Which type of advertising is intended to gain notice from key people?
a) Stunting/Visibility advertising
b) Direct response advertising
c) Persuasion/Big Brand advertising
d) Analog advertising

Question 4
When using Facebook-style advertising, we’ve referred to “the Funnel.” At which stage in
the funnel is it easiest to achieve your goal?
a) The top of the funnel
b) The bottom of the funnel
c) After the funnel process is complete
d) The mid-funnel
Question 5
In a response marketing process, what should marketers do after first identifying their
specific goal?
a) Find the things that work the best, and find out what is making it work.
b) Throw everything against the wall and see what sticks.
c) Scale out your marketing plan.
d) Take what’s working and make it better.

Quiz 3:
Question 1
Social IMC Strategy involves which of the following strategies?
a) Social IMC is designed to immediately capitalize on short-term interest from likes and
website clicks.
b) Social IMC is designed to embrace a high-value market you want to develop and take
them to a private virtual community you develop specifically for them.
c) Social IMC is designed to foster anonymous relationships with people who companies
can communicate with using a social handle.
d) Social IMC is designed to market commodity or impulse products or products with a
short selling process.
Question 2
To be successful, a Social IMC strategy must contain which of the following? Check all that
apply.
a) An empowering concept that will transition a high-value market over to the private
virtual community
b) Links to external sites or communities with engaging content and information
c) General information on the target market that is easily found elsewhere on the web
d) Excellent, engaging content
Question 3
What actions are necessary in developing an empowering concept? Check all that apply.
a) Develop marketing ads to sell products to users.
b) Identify the mission of the community.
c) Identify additional services that will keep the members coming back.
d) Create the tool, event, or device that will help the community.
Question 4
In the Social IMC strategy, what roles can products play in a private virtual community?
Check all that apply.
a) A product can be an enhancer for the community members.
b) A product can be an enabler for the community members.
c) A product can be an extra for the community members.
d) A product can be an outlier for the community members.
Question 5
Which of the following are proven success tips when using Social IMC strategy? Check all
that apply.
a) Never stop selling to your members.
b) The virtual community should be holistic and serve all functions of the target market.
c) Private virtual communities can be created by invitation.
d) Social IMC allows you to vet your incoming members.

Question 6
Which of the following areas are effective targets for applying the Social IMC strategy?
Check all that apply.
a) Member-created virtual communities
b) Private, controlled discussion with community members
c) Highest-value markets
d) Audiences resistant to social marketing efforts
Question 7
If your high-value market is easy to target as they move through a purchase lifecycle, which
marketing strategy gives you trackability, lower cost, and sales focus?
a) Analog Marketing
b) Engagement Marketing
c) Social IMC
d) Nurture Marketing
Question 8
For lower-value markets, which marketing strategy allows you to keep them interested and
makes you a strong contender when they are ready to buy?
a) Analog Marketing
b) Nurture Marketing
c) Engagement Marketing
d) Social IMC
Question 9
If you have a commodity product like soap, which marketing strategy would be the most
effective?
a) Nurture Marketing
b) Engagement Marketing
c) Social IMC
d) Analog Marketing

Quiz 4:
Question 1
Which of the following performance metrics are used in Engagement Marketing? Check all
that apply.
a) Click-throughs to blogs and websites
b) Number of opens or views of content
c) Growth in likes
d) Revenues and profits

Question 2
Which of the following performance metrics can be used in Embrace Marketing? Check all
that apply.
a) Growth in likes
b) Revenues, investments, and profits
c) Number of opens or views of content
d) Social break-even and ROI numbers
Question 3
What is the purpose of the performance funnel?
a) The performance funnel is a process used in A/B split tests.
b) The performance funnel filters through all of the relevant content on a subject and
narrows it down to the most relevant information to create content for your
engagement marketing.
c) The performance funnel is used to manage social monitoring in times of crisis.
d) The performance funnel is designed to track a relationship with a consumer from start
to finish within a marketing channel.
Question 4
In the performance funnel, you will notice that, with each successive step, consumers...
a) make more purchases
b) increase in number
c) decrease in number
 d) provide more personal information

Question 5
The percentage or other measure that is calculated based on the fall-off between two
successive steps in the performance funnel is known as...
a) Brand Activated Community Engagement
b) Social IMC
c) Key Performance Indicator
d) Return on Investment

Question 6
Why is testing the effectiveness of a marketing strategy important? Check all that apply.
a) Testing is real and provides feedback coming directly from your target markets.
b) Testing ensures that actual performance with not vary from key performance
indicators (KPIs).
c) Testing is low cost.
d) Testing is simple and easy.
Question 7
When is head-to-head testing used?
a) When the business or marketer has no control over who is being contacted
b) When a small number of consumers are being tested
c) When the business or marketer can control who is being contacted
d) When only two options are being tested against one another

Question 8
When are A/B Split tests used?
a) When a small number of consumers are being tested
b) When the business or marketer can control who is being contacted
c) When the business or marketer has no control over who is being contacted
d) When only two options are being tested against one another

Mooc 5:
Quiz 1:
Question 1
When considering data generated through our use of social sites, which of the following
statements about “privacy” concerns is/are accurate? Check all that apply.
a) Privacy involves concerns over whether personal data provided by users is safe and
secure within your site.
 b) Privacy involves concerns from users who feel they need to provide more personal
information to you.
c) Privacy involves the concern of the individual that the information and behavioral
data they have supplied is used appropriately by you.
d) Privacy involves concerns that the relationships we are developing on social are
controlled by us and used in appropriately by community managers.

Question 2
In discussing security, privacy, and governance, Seth Redmore discussed “progressive
profiling.” Which of the following statements is an attributes of “progressive profiling”?
a) Progressive profiling involves a company taking user behavior and information,
running analytics on it, and selling leads to another company.
b) Progressive profiling involves an exchange of value between a company and
consumer, such as name and email from the consumer resulting in a free white paper
from the company.
c) Progressive profiling involves interaction between a company and government and
territories, and the varying laws that differ from place to place.
d) Progressive profiling involves a government or territory monitoring companies on
social based on their size and worth.

Question 3
Which of the following members of an organization are security professionals who already
have an open dialogue with the Board or CEO on data security?
a) Influencers
b) Reactors
c) Representatives
d) Protectors

Quiz 2:
Question 1
Which of the following would be included in a fully integrated marketing plan? Choose all
that apply.
a) Direct Response
b) Social
c) Content syndication
d) Promotions
Question 2
When using metrics to measure success in social, which of the following would be most
appropriate for measuring the success of the content syndication of a video? Choose one.
a) Measuring the cost for a click
b) Cost per complete view
c) Raw number or views or shares.
d) Measuring return on investment
Question 3
What is a present-day framework that explains the current engagement ecosystem, including
insight into how social engagement can play an active role?
a) The Customer Decision Journey
b) Loyalty Loop
c) Customer Engagement Engine
d) AIDA Model, or “The Funnel”
Question 4
The metric for Amplification measures what?
a) A measure of how appealing your post is
b) A measure of viral reach or how much your content has inspired your social audience
to share it
c) Number of comments or replies per post
d) Overall engagement rate
Question 5
What are performance funnels?
a) Performance funnels track the price per click.
b) Performance funnels track the consumer journey from total market to product
purchase.
c) Performance funnels track a company’s success in securing customer data and
performance behavior.
d) Performance funnels track the number of to clicks that result in shares.

Quiz 3:
Question 1
Which of the following steps are involved in developing your budget? Choose all that apply.
a) Develop your staffing costs.
b) Create performance funnels and establish Key Performance Indicators (KPIs).
c) Determine your technology costs.
d) Determine your marketing channels and costs.
Question 2
What indicates success has been achieved when calculating the marketing return on
investment (MROI) of a program?
a) The MROI is zero, meaning break even.
b) The MROI is a negative number.
c) The MROI is 50% or better.
d) The MROI is over 100%

Question 3
What are the benefits of a pilot program for a social marketing strategy? Choose all that
apply.
a) Pilots help identify the risks of the program.
b) It’s a way to convince skeptical senior management to at least try the program to see
its benefits.
c) Pilots help to position your company’s community contribution in the minds of your
high value market.
 d) A pilot program allows you to gauge action performance and make adjustments to the
program before you commit to a plan.
Question 4
Which of the following methods assist is developing a pilot project? Choose all that apply.
a) Reduce the timing of the program.
b) Reduce the breadth or reach of the program.
c) Reduce the scope of the original plan.
d) Increase the budget of your original plan.

Question 5
Testing different types of media to determine the ones which reach your target markets in an
efficient and effective way is known as ______?
a) Maturity modeling
b) Return on investment
c) Social pyramid
d) Maximizing market share

Question 6
Which of the following tips should you follow to keep your communities alive and growing
on social? Choose all that apply.
a) Involve your influencers and community members
b) Monitor your Key Performance Indicators (KPIs) every day.
c) Keep testing performance funnels
d) Constantly develop and deploy new content.
e) Monitor influencer reactions and community feedback.