Social media marketing 1st edition tuten test bank

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Social Media Marketing (Tuten) Chapter 6 Social Publishing 6.1 Multiple Choice 1) All of the following are channels in the social publishing zone EXCEPT: A) blogs.

B) media sharing sites.

C) microblogs.

D) information and news networks.

E) social networking sites.

Answer: E Explanation: E) A social networking site is a channel in the social community zone.

Page Ref: 6-2 Difficulty: Easy Learning Obj.: 2 Classification: Conceptual 2) Which of the following is an example of a microblog?

A) Twitter B) YouTube C) Facebook D) Flickr E) Snapfish Answer: A Explanation: A) Twitter limits posts to 140 characters.

Page Ref: 6-2 Difficulty: Easy Learning Obj.: 2 AACSB Category: Use of IT Classification: Application 3) On ________, content is limited to short bursts of text and links.

A) media sharing sites B) microblogs C) protest sites D) podcasts E) webinars Answer: B Explanation: B) Blogs offer an opportunity for individuals to express their opinions, share their expertise, make money by selling on-site advertising, and attract clients for consulting work.

Page Ref: 6-2 Difficulty: Easy Learning Obj.: 2 AACSB Category: Use of IT Classification: Conceptual

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4) ________ is the unit of value in a social community.

A) A dollar B) A friend C) Content D) Reputation E) Identity Answer: C Explanation: C) Content may include opinions, catchphrases, information, fashion photos, advice, art, or photos from that wild party last week.

Page Ref: 6-3 Difficulty: Easy Learning Obj.: 2 Classification: Conceptual 5) An urban legend: A) is objective and unbiased.

B) is paid consumer content.

C) is planted by organizations that masquerades as original material an actual consumer posted.

D) is the proliferation of untruths and exaggerations.

E) is a direct request in a marketing message for a specific behavior.

Answer: D Explanation: D) In the online world, the lines between what is real and what is not become increasingly blurred. Urban legends are so widespread that specialized websites do nothing but verify or refute them.

The website Snopes.com is the best-known of these.

Page Ref: 6-6 Difficulty: Easy Learning Obj.: 2 Classification: Conceptual 6) An editorial message: A) is objective and unbiased.

B) is paid consumer content.

C) is planted by organizations that masquerades as original material an actual consumer posted.

D) is the proliferation of untruths and exaggerations.

E) is a direct request in a marketing message for a specific behavior.

Answer: A Explanation: A) The source expresses an opinion or provides information and does not intend to carry out the agenda of an organization.

Page Ref: 6-6 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual

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7) If you hear the phrase, "And now a word from our sponsors," you are about to hear: A) an editorial message only.

B) a commercial message only.

C) either an editorial message or a commercial message.

D) neither an editorial message nor a commercial message.

E) both an editorial message and a commercial message.

Answer: B Explanation: B) Broadcast networks traditionally commissioned the development of programs and movies they showed on the stations they owned.

Page Ref: 6-7 Difficulty: Moderate Learning Obj.: 2 Classification: Application 8) A call-to-action: A) is objective and unbiased.

B) is paid consumer content.

C) is planted by organizations that masquerades as original material an actual consumer posted.

D) is the proliferation of untruths and exaggerations.

E) is a direct request in a marketing message for a specific behavior.

Answer: E Explanation: E) In social media marketing, calls to action ensure that people participate in the social media campaign.

Page Ref: 6-9 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual 9) ________ content is content that a person feels intrinsically motivated to prepare and share.

A) Counterfeit B) Sponsored C) Commercial D) Incentivize E) Organic Answer: E Explanation: E) It's useful to distinguish between consumer-generated content that people voluntarily publish and content that appears because some organization has invited contributions from users.

Page Ref: 6-9 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual

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10) Content that is encouraged by the chance to win a contest or receive free merchandise is labeled as ________.

A) counterfeit B) sponsored C) commercial D) incentivized E) organic Answer: D Explanation: D) It's useful to distinguish between consumer-generated content that people voluntarily publish and content that appears because some organization has invited contributions from users.

Page Ref: 6-9 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual 11) When a host in a TV infomercial reminds you to "Call right now. Operators are standing by," this is labeled as a(n) ________.

A) urban legend B) editorial message C) protest message D) call to action E) citizen advertisement Answer: D Explanation: D) In social media marketing, calls to action ensure that people participate in the social media campaign.

Page Ref: 6-9 Difficulty: Moderate Learning Obj.: 2 Classification: Application 12) Doritos invited consumers to create advertisements (i.e., "homemade") to be aired during Super Bowl XLIV. Such is an example of ________ advertising.

A) pillar B) editorial C) urban D) golden E) citizen Answer: D Explanation: D) Sometimes marketers call this approach participatory advertising; brands invite submissions, set mandatory guidelines and specifications, and possibly provide participants with selected brand assets, such as footage of the brand in use or logos and former commercials.

Page Ref: 6-9 Difficulty: Moderate Learning Obj.: 2 Classification: Application

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13) A sponsored conversation: A) is objective and unbiased.

B) is paid consumer content.

C) is planted by organizations that masquerades as original material an actual consumer posted.

D) is the proliferation of untruths and exaggerations.

E) is a direct request in a marketing message for a specific behavior.

Answer: B Explanation: B) Consumers are paid for their content creations, and brands may actively seek out certain people like bloggers, videographers, and artists to participate in the campaign.

Page Ref: 6-10 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual 14) A counterfeit conversation: A) is objective and unbiased.

B) is paid consumer content.

C) is planted by organizations that masquerades as original material an actual consumer posted.

D) is the proliferation of untruths and exaggerations.

E) is a direct request in a marketing message for a specific behavior.

Answer: C Explanation: C) Many traditional press organizations support bloggers as a part of the information content they provide.

Page Ref: 6-10 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual 15) Bloggers who post sponsored conversations as their sole reason to contribute to a conversation are known as ________.

A) counterfeitbloggers B) organicbloggers C) spokesbloggers D) incentivizedbloggers E) urbanbloggers Answer: C Explanation: C) The company PayPerPost pays bloggers to endorse products.

Page Ref: 6-10 Difficulty: Moderate Learning Obj.: 2 Classification: Conceptual

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16) Which of the following would NOT be included in an editorial calendar?

A) a list of the SNS membership B) schedule for publication C) publication venues D) types of content E) identification of relevant topics Answer: A Explanation: A) Developing an editorial calendar, along with the author duties, helps to forecast the time needed to manage the content development process, including researching topics, creating content, and promoting the content using the social publishing strategies discussed in the chapter.

Page Ref: 6-12 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual 17) A(n) ________ characterizes content in terms of originality and substance.

A) golden triangle B) value ladder C) editorial calendar D) protest site E) social bookmarking site Answer: B Explanation: B) As in any other media, not all content is created equal. Some is trash; some is important. Some content is fun, some inspiring, and some just titillating.

Page Ref: 6-13 Difficulty: Difficult Learning Obj.: 3 Classification: Conceptual 18) Which of the following types of content is categorized at the lowest step of the value ladder?

A) pillar B) authority-building C) original D) filler E) flagship Answer: D Explanation: D) As in any other media, not all content is created equal. Some is trash; some is important. Some content is fun, some inspiring, and some just titillating.

Page Ref: 6-13 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual

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19) A site called ArticlesBase.com is a free online article directory. It hosts articles that have been contributed by authors hoping to expand the reach of their work online. Which of the following types of content is highlighted on ArticlesBase.com?

A) pillar B) authority-building C) original D) filler E) flagship Answer: D Explanation: D) As in any other media, not all content is created equal. Some is trash; some is important. Some content is fun, some inspiring, and some just titillating.

Page Ref: 6-13 Difficulty: Difficult Learning Obj.: 3 Classification: Application 20) Contributions that originate with the poster are categorized as ________.

A) original content B) reposted content C) filler content D) retweeted content E) secondhand content Answer: A Explanation: A) At the lowest level, this content is original, but not "weighty" enough to establish the creator as an authority in the topic area, or serve as a reference piece for the audience.

Page Ref: 6-13 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual 21) Which of the following types of content is categorized as original?

A) authority-building content B) reposted content C) filler content D) retweeted content E) secondhand content Answer: A Explanation: A) If original content positions the sponsoring entity as an authority on the subject in question, then we call it authority-building content.

Page Ref: 6-13 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual

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22) Which of the following types of content is NOT categorized as original?

A) authority-building content B) pillar content C) filler content D) flagship content E) organic content Answer: C Explanation: C) Filler content is simply information that people copy from other sources.

Page Ref: 6-13 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual 23) Which of the following types of content is considered to be seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time.

A) flagship content B) reposted content C) filler content D) retweeted content E) secondhand content Answer: A Explanation: A) Flagship content is also authority-building content.

Page Ref: 6-14 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual 24) Tim O'Reilly's 2005 article on What is Web 2.0?, which continues to be a reference piece for those who study social media, is an example of ________ content.

A) flagship content B) reposted content C) filler content D) retweeted content E) secondhand content Answer: A Explanation: A) Flagship content is also authority-building content.

Page Ref: 6-14 Difficulty: Difficult Learning Obj.: 3 Classification: Application

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25) Which of the following types of pillar posts describes a concept?

A) "how-to" article B) definition article C) glossary article D) theory article E) list article Answer: B Explanation: B) Although this is a straightforward approach, it provides a high level of utility for those interested in the concept being defined Page Ref: 6-14 Difficulty: Moderate Learning Obj.: 3 Classification: Conceptual 26) Which of the following types of pillar posts includes a series of definitions related to each other and creates a resource guide on the topic?

A) "how-to" article B) definition article C) glossary article D) theory article E) list article Answer: C Explanation: C) An example of a glossary article would be a glossary of literary terms.

Page Ref: 6-15 Difficulty: Difficult Learning Obj.: 3 Classification: Conceptual 27) Which of the following types of pillar posts offers some unique insight into a topic, but the content is opinion?

A) "how-to" article B) definition article C) glossary article D) theory article E) list article Answer: D Explanation: D) This is the equivalent to opinion-editorial pieces in your local newspaper.

Page Ref: 6-15 Difficulty: Difficult Learning Obj.: 3 Classification: Conceptual

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28) Which of the following types of pillar posts use bullets for easy readability and consumption?

A) "how-to" article B) definition article C) glossary article D) theory article E) list article Answer: E Explanation: E) They may draw on humor or education in detailing the list.

Page Ref: 6-15 Difficulty: Difficult Learning Obj.: 3 Classification: Conceptual 29) Which of the following is NOT an on-site search engine optimization tactic?

A) optimizing content value B) modifying site characteristics C) optimizing tags D) publishing related content elsewhere with links to original Linkwheel structure E) modifying keywords Answer: D Explanation: D) Using search engine optimization (SEO), marketers develop and publish content in ways that improve the likelihood that search engines will rank the sites well in response to search queries.

Page Ref: 6-16 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Application 30) Which of the following would NOT be a component of an off-site social media optimization tactic?

A) social news B) RSS feed C) microblog posts D) social media press releases E) social bookmarking Answer: B Explanation: B) Social media optimization not only provides additional visibility for a marketer's message, it benefits search rankings because it increases the likelihood that others will link to it.

Page Ref: 6-17 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Application

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31) ________ is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities.

A) Cultural co-creation B) Linkbaiting C) Social media optimization D) Sockpuppeting E) Three-way linking Answer: C Explanation: C) Social media optimization not only provides additional visibility for a marketer's message, it benefits search rankings because it increases the likelihood that others will link to it.

Page Ref: 6-17 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 32) An article that is written to promote a company's expertise in the field is labeled as a ________ article.

A) counterfeit B) branded C) organic D) dynamic E) sponsored Answer: B Explanation: B) Branded articles are promotional tools for a website.

Page Ref: 6-18 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual 33) Which of the following types of links are ones in which a company pays a search engine to list as part of related search results?

A) counterfeit B) three-way C) organic D) dynamic E) sponsored Answer: E Explanation: E) The search results list leads off with sponsored, or paid, links.

Page Ref: 6-22 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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34) Which of the following types of links are ones that are not paid for but are based on the search engine's model for delivering relevant search results?

A) counterfeit B) three-way C) organic D) dynamic E) sponsored Answer: C Explanation: C) It's very important for a brand or site to appear in a search list so that the shopper will at least consider clicking on the link. Although search engine marketers can buy paid listings from search engines, it's preferable to earn organic results.

Page Ref: 6-22 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 35) Search engine marketers call the space on the screen where listings are virtually guaranteed to be viewed as the ________.

A) golden triangle B) contrary hook C) gateway page D) hook E) heading tag Answer: A Explanation: A) How can a source enhance the probability that its listing will appear near the top? For many organizations, this is (literally) the million dollar question! And that's exactly the point of search engine optimization.

Page Ref: 6-25 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 36) ________ are automated web programs that gather information from sites that ultimately form the search engine's entries A) Golden triangles B) Hooks C) Web crawlers D) Queries E) Plug-ins Answer: C Explanation: C) The programs are called crawlers because they crawl websites. They follow all the links, site after site, collecting data until the link network is exhausted. After the bots gather this information, they index (classify) it using labels the sites provide.

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37) Certain site characteristics that the search bots and the engine index are called ________.

A) trackbacks B) on-site indicators C) algorithms D) off-site indicators E) AdWords Answer: B Explanation: B) Coders tinker with elements of the site to make indexing more efficient and ensure that the web crawlers will classify the site the way the developers intend.

Page Ref: 6-26 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 38) A meta tag is: A) code embedded in a web page.

B) an HTML tag that defines the page's title.

C) an HTML tag that is used to section and describe content.

D) your headline the main indicator of your page's content.

E) the website address.

Answer: A Explanation: A) Meta tags are visible to site visitors but only by viewing the source code for the page.

Meta keywords should include three or four of the targeted keywords.

Page Ref: 6-26 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 39) A heading tag is: A) code embedded in a web page.

B) an HTML tag that defines the page's title.

C) an HTML tag that is used to section and describe content.

D) your headline the main indicator of your page's content.

E) the website address.

Answer: C Explanation: C) Heading tags should include keywords. Tags for heading levels are designated as H1, H2, H3, and so on. Within the web page, major headings (named for keywords) will be designated with code such that the sections are recognizable to the bots.

Page Ref: 6-27 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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40) A title is: A) code embedded in a web page.

B) an HTML tag that defines the page's title.

C) an HTML tag that is used to section and describe content.

D) your headline the main indicator of your page's content.

E) the website address.

Answer: D Explanation: D) Writing optimized titles may seem difficult to some because the style of an optimized title is quite different from that of a story headline a journalist might write. The title needs to be more literal than the one we might use in an article: Bots are pretty smart, but they don't understand metaphors or puns.

Page Ref: 6-27 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 41) The URL is: A) code embedded in a web page.

B) an HTML tag that defines the page's title.

C) an HTML tag that is used to section and describe content.

D) your headline he main indicator of your page's content.

E) the website address.

Answer: E Explanation: E) To optimize the URL, use a static URL and include the title of the article or the keywords in the URL. Static URLs do not change and they do not include variable scripts.

Page Ref: 6-28 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 42) ________ are multi-phrase search queries.

A) Trackbacks B) Long tail keywords C) Plug-ins D) Linkwheels E) Hooks Answer: B Explanation: B) They are much more targeted than a general keyword because they may say exactly what the searcher wants to find.

Page Ref: 6-29 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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43) ________ use web properties (i.e., links pages) to send one link to the home site and another link to the next property.

A) Trackbacks B) Long tail keywords C) Plug-ins D) Linkwheels E) Hooks Answer: D Explanation: D) Linkwheels increase the number of links back to a site.

Page Ref: 6-30 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 44) In a linkwheel, the ________ are considered the "spokes."

A) targeted pages B) links pages C) brands D) search engines E) consumers Answer: B Explanation: B) The linkwheel system ensures that if a user comes to a site and clicks on a link, that site will connect the user to the next site hub site and to the next spoke site, and so on. The spoke sites also can be used as a hub in a new linkwheel as new content is developed and published.

Page Ref: 6-30 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 45) In a linkwheel, the ________ are considered the "hubs."

A) targeted pages B) links pages C) brands D) search engines E) consumers Answer: A Explanation: A) The linkwheel system ensures that if a user comes to a site and clicks on a link, that site will connect the user to the next site hub site and to the next spoke site, and so on. The spoke sites also can be used as a hub in a new linkwheel as new content is developed and published.

Page Ref: 6-30 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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46) Link juice describes ________.

A) link quality B) a site's members C) link quantity D) a site's content E) a site's brand equity Answer: C Explanation: C) The site's search ranking benefits then from the increase in the link quantity.

Page Ref: 6-31 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 47) A search engine optimization marketer who plays by the rules of the system, striving to provide good quality content with the best use of keywords and tags, and earned links at reputable sites, would be classified by social media insiders as a ________.

A) white hat B) web crawler C) black hat D) golden triangle E) gray hat Answer: A Explanation: A) White hats create site maps so that every page is linked to every other page and search engine bots can crawl every page.

Page Ref: 6-31 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 48) A search engine optimization marketer who duplicates content at multiple sites and creates link exchanges where sites agree to link with each other, would be classified by social media insiders as a ________.

A) white hat B) web crawler C) black hat D) golden triangle E) gray hat Answer: E Explanation: E) Gray hats take some liberties with the system.

Page Ref: 6-32 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Use of IT Classification: Application

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49) A search engine optimization marketer who places keywords in hidden text by making the font color of keywords the same color as the page background would be classified by social media insiders as a ________.

A) white hat B) web crawler C) black hat D) golden triangle E) gray hat Answer: C Explanation: C) Black hats manipulate the system by utilizing several tactics considered unethical in the realm of search engine optimization.

Page Ref: 6-32 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Ethical Understanding and Reasoning Abilities Classification: Application 50) The insertion of a superficially large number of keywords throughout a site's content and tags is known as keyword ________.

A) stuffing B) cloaking C) indexing D) hooking E) three-way linking Answer: A Explanation: A) Gray hats take some liberties with the system. For example, they will utilize a keyword density (the number of times the keyword is used in the body of a page) that is beyond that of the typical usage of keywords, but be below that of true keyword stuffing.

Page Ref: 6-32 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Ethical Understanding and Reasoning Abilities Classification: Conceptual 51) Ensuring that a company's own sites link to each other in sequence and then back to the original site is known as ________.

A) stuffing B) cloaking C) indexing D) hooking E) three-way linking Answer: E Explanation: E) Gray hats take some liberties with the system, such as utilizing three-way linking.

Page Ref: 6-32 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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52) Each of the following is utilized by black hat search engine optimization marketers EXCEPT: A) keyword stuffing.

B) cloaking.

C) link farms.

D) spamming websites with links.

E) creating site maps.

Answer: E Explanation: E) Black hats manipulate the system by utilizing several tactics considered unethical in the realm of search engine optimization.

Page Ref: 6-32 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Ethical Understanding and Reasoning Abilities Classification: Application 53) A site with enormous readership is labeled a(n) ________ site.

A) web crawler B) social bookmarking C) urban legend D) dynamic URL E) power Answer: E Explanation: E) If CNN.com (a power site) runs a story on how moms increasingly focus on saving money but still wish they could feel fashionable, they might reference another company (such as SellOurStuff.com) as a great site for deals. That link is going to be worth a lot of link juice to the search engine.

Page Ref: 6-35 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 54) The careful crafting of a title that markets the content is known as ________.

A) stuffing B) cloaking C) indexing D) linkbaiting E) three-way linking Answer: D Explanation: D) How do users initially decide whether a site is worth checking out? The most likely candidate is simple: the title. We can enhance interest in content when we compose a catchy title.

Page Ref: 6-35 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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55) A resource hook: A) refers to content written with the intent to be helpful to the target audience.

B) refutes some accepted belief.

C) is designed to show that the content will entertain.

D) promises something for free.

E) offers a claim about something of interest.

Answer: A Explanation: A) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual 56) A contrary hook: A) refers to content written with the intent to be helpful to the target audience.

B) refutes some accepted belief.

C) is designed to show that the content will entertain.

D) promises something for free.

E) offers a claim about something of interest.

Answer: B Explanation: B) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual 57) A humor hook: A) refers to content written with the intent to be helpful to the target audience.

B) refutes some accepted belief.

C) is designed to show that the content will entertain.

D) promises something for free.

E) offers a claim about something of interest.

Answer: C Explanation: C) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual

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58) A giveaway hook: A) refers to content written with the intent to be helpful to the target audience.

B) refutes some accepted belief.

C) is designed to show that the content will entertain.

D) promises something for free.

E) offers a claim about something of interest.

Answer: D Explanation: D) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual 59) A research hook: A) refers to content written with the intent to be helpful to the target audience.

B) refutes some accepted belief.

C) is designed to show that the content will entertain.

D) promises something for free.

E) offers a claim about something of interest.

Answer: E Explanation: E) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Conceptual 60) "5 Methods to Ensure a Restful Night's Sleep" is an example of a ________ hook.

A) resource B) contrary C) humor D) giveaway E) research Answer: A Explanation: A) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Application

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61) "Lose Weight with Chocolate" is an example of a ________ hook.

A) resource B) contrary C) humor D) giveaway E) research Answer: B Explanation: B) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Application 62) "Obese Skunk Cuts Out Bacon Sandwiches" is an example of a ________ hook.

A) resource B) contrary C) humor D) giveaway E) research Answer: C Explanation: C) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Application 63) "Save $50 Doing What's Good For You!" is an example of a ________ hook.

A) resource B) contrary C) humor D) giveaway E) research Answer: D Explanation: D) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Application

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64) "66% of Americans are overweight, but you don't have to be" is an example of a ________ hook.

A) resource B) contrary C) humor D) giveaway E) research Answer: E Explanation: E) Marketers choose a hook that increases the likelihood that the intended audience will click. Hooks are used to position the content for the target audience.

Page Ref: 6-36 Difficulty: Moderate Learning Obj.: 4 Classification: Application 65) ________ create the ability to easily share a site's content with external sites.

A) Trackbacks B) Web crawlers C) Plug-ins D) On-site indicators E) Meta tags Answer: C Explanation: C) Share tools are plugins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites.

Page Ref: 6-37 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual 66) ________ promote those who promote your content.

A) Trackbacks B) Web crawlers C) Plug-ins D) On-site indicators E) Meta tags Answer: A Explanation: A) When someone links to your site, you'll post a trackback on your site to theirs. The trackback gives attribution to sites linking to you.

Page Ref: 6-37 Difficulty: Moderate Learning Obj.: 4 AACSB Category: Use of IT Classification: Conceptual

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67) A press release is social (i.e., a social media press release) when it has been prepared in a way that ensures the content is ________.

A) comprehensible B) comparable C) reasonable D) reputable E) sharable Answer: E Explanation: E) A social media press release should have an optimized title, good keywords and tags, links to the main site landing page, RSS feed options, share buttons, and embeddable multimedia content that can be shared on several networks, in addition to the typical press release content.

Page Ref: 6-38 Difficulty: Moderate Learning Obj.: 5 Classification: Conceptual 68) Whereas blogs share a story, microblogs share ________.

A) friends B) headlines C) novels D) facts E) food Answer: B Explanation: B) Microblog posts can be useful for reminder communications and ensuring top-of-mind awareness, but they can also provide valuable links, direct traffic, and build credibility and reputation.

Page Ref: 6-39 Difficulty: Moderate Learning Obj.: 5 AACSB Category: Use of IT Classification: Conceptual 69) Social news sites and social bookmarking sites uphold the principles of ________: individuals, acting as editors, determine what material is disseminated throughout the community as well as the value ratings associated with the material.

A) media democratization B) three-way linking C) urban legends D) search engine optimization E) sockpuppeting Answer: A Explanation: A) The process supports the wisdom-of-crowds perspective.

Page Ref: 6-40 Difficulty: Moderate Learning Obj.: 5 Classification: Application

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70) ________ is the term used to describe people who take on a fictional identity when promoting content online.

A) Trackbacking B) Web crawling C) Three-way linking D) Spokesblogging E) Sockpuppeting Answer: E Explanation: E) Such behavior crosses an ethical line.

Page Ref: 6-42 Difficulty: Moderate Learning Obj.: 5 AACSB Category: Use of IT Classification: Conceptual 6.2 True/False 1) Most bloggers use Twitter to drive traffic to their blog site.

Answer: TRUE Explanation: As a group, bloggers seek to promote their blogs much as other content providers promote content.

Page Ref: 6-5 Difficulty: Easy Learning Obj.: 1 AACSB Category: Use of IT Classification: Application 2) Media sharing sites are earned media.

Answer: TRUE Explanation: Their environments are not directly controlled by the person or organization posting the content.

Page Ref: 6-6 Difficulty: Easy Learning Obj.: 1 AACSB Category: Use of IT Classification: Synthesis 3) Information and news networks are examples of social publishing zone channels.

Answer: TRUE Explanation: The Social publishing zone includes those channels that allow people and organizations to publish content.

Page Ref: 6-2 Difficulty: Easy Learning Obj.: 2 Classification: Application

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4) Many online communities we see today operate independently, or at least with minimal input from the site's subject.

Answer: TRUE Explanation: Some online communities even exist to criticize a source, such as protest sites like starbucksucks.com.

Page Ref: 6-3 Difficulty: Easy Learning Obj.: 2 AACSB Category: Use of IT Classification: Conceptual 5) Starbucksucks.com is an example of a protest site.

Answer: TRUE Explanation: Many online communities we see today operate independently, or at least with minimal input from the site's subject. Some even exist to criticize a source, such as protest sites.

Page Ref: 6-3 Difficulty: Easy Learning Obj.: 2 Classification: Application 6) An example of a commercial message is the editorial page of a newspaper.

Answer: FALSE Explanation: The editorial page is an example of an editorial message, where the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization.

Page Ref: 6-6 Difficulty: Easy Learning Obj.: 2 Classification: Application 7) An example of cultural co-creation is the enlistment of consumers' input by Jones Soda on its packages and flavors.

Answer: TRUE Explanation: Co-created meanings (among both producers and consumers) fold back into the culture.

Page Ref: 6-9 Difficulty: Easy Learning Obj.: 2 Classification: Application 8) When you contribute content for the chance to win a contest, your content is labeled as "organic."

Answer: FALSE Explanation: Incentivized content is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or even earn cold hard cash.

Page Ref: 6-9 Difficulty: Easy Learning Obj.: 2 Classification: Application

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9) "Call right now. Operators are standing by!" is an example of a call to action.

Answer: TRUE Explanation: In social media marketing, calls to action ensure that people participate in the social media campaign.

Page Ref: 6-9 Difficulty: Easy Learning Obj.: 2 Classification: Application 10) An example of a sponsored conversation is paying bloggers to endorse products.

Answer: TRUE Explanation: Consumers are paid for their content creations, and brands may actively seek out certain people like bloggers, videographers, and artists to participate in the campaign.

Page Ref: 6-10 Difficulty: Easy Learning Obj.: 2 Classification: Application 11) The traditional press, such as The New York Times, does not typically host and sponsor bloggers on their websites.

Answer: FALSE Explanation: The New York Times, certainly a stalwart of the traditional press, hosts 69 blogs on its website on topics that range from the cultural ArtBeat, the humorous WordPlay, and the socially conscious Green. These writers are bloggers, but they post on behalf of a commercial publisher.

Page Ref: 6-11 Difficulty: Easy Learning Obj.: 2 AACSB Category: Use of IT Classification: Application 12) A publication venue would be an example of something that is on an editorial calendar.

Answer: TRUE Explanation: Developing an editorial calendar, along with the author duties, helps to forecast the time needed to manage the content development process, including researching topics, creating content, and promoting the content using the social publishing strategies.

Page Ref: 6-12 Difficulty: Easy Learning Obj.: 3 Classification: Application 13) Filler content and pillar content are essentially of the same originality and substance.

Answer: FALSE Explanation: As in any other media, not all content is created equal. Some is trash; some is important.

Some content is fun, some inspiring, and some just titillating.

Page Ref: 6-13 Difficulty: Easy Learning Obj.: 3 Classification: Synthesis

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14) Flagship content creates a draw for years to come.

Answer: TRUE Explanation: Flagship content is also authority-building content.

Page Ref: 6-14 Difficulty: Easy Learning Obj.: 3 Classification: Conceptual 15) A RSS feed is a type of search engine on-site optimization element.

Answer: FALSE Explanation: A RSS feed is a type of on-site social media optimization element.

Page Ref: 6-17 Difficulty: Easy Learning Obj.: 4 Classification: Application 16) A microblog post is a type of off-site social media optimization element.

Answer: TRUE Explanation: Social media optimization not only provides additional visibility for a marketer's message, it benefits search rankings because it increases the likelihood that others will link to it.

Page Ref: 6-17 Difficulty: Easy Learning Obj.: 4 Classification: Application 17) A branded article is similar to an editorial message both are objective and unbiased.

Answer: FALSE Explanation: A branded article is biased toward the company that wrote it.

Page Ref: 6-18 Difficulty: Easy Learning Obj.: 4 Classification: Synthesis 18) "Insects" could be an example of a query.

Answer: TRUE Explanation: A query is typed into a search engine.

Page Ref: 6-21 Difficulty: Easy Learning Obj.: 4 AACSB Category: Use of IT Classification: Application 19) Sponsored results from a search engine tend to generate more site traffic than organic results.

Answer: FALSE Explanation: People view organic (vs. sponsored) results as more credible referrals from the search engine.

Page Ref: 6-23 Difficulty: Easy Learning Obj.: 4 Classification: Critical Thinking 27 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

20) Gray hat and black hat search engine optimization marketers both engage in questionable and unethical behavior.

Answer: TRUE Explanation: Black hats engage in more intense questionable behavior than gray hats, but both seem to cross the ethical line.

Page Ref: 6-31 Difficulty: Easy Learning Obj.: 4 AACSB Category: Ethical Understanding and Reasoning Abilities Classification: Synthesis 6.3 Short Answer 1) Compare and contrast blogs and microblogs. Do you have a preference for one over the other as a consumer of content? As a creator of content?

Answer: Blogs are websites that host regularly updated content. Microblogs are similar to blogs, except that the content is limited to short bursts of text and links.

Page Ref: 6-2 Difficulty: Difficult Learning Obj.: 1 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 2) How are urban legends facilitated by social media?

Answer: Content can take so many forms that it's sometimes difficult to categorize. This is especially true in the online world, where the lines between what is real and what is not become increasingly blurred.

Page Ref: 6-6 Difficulty: Difficult Learning Obj.: 2 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 3) Explain how the power of social media facilitates cultural co-creation.

Answer: With cultural co-creation, co-created meanings (among both producers and consumers) fold back into the culture via consumer-generated content.

Page Ref: 6-9 Difficulty: Difficult Learning Obj.: 2 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking

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4) Reflect on your reaction as a consumer to invitations from companies to create content (i.e., incentivized content) and marketing messages (i.e., citizen advertising).

Answer: Incentivized content is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or even earn cold hard cash. Citizen advertising is another way to describe marketing messages that actual consumers create.

Page Ref: 6-9 Difficulty: Difficult Learning Obj.: 2 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 5) Do you react positively or negatively to spokesbloggers?

Answer: Bloggers who post sponsored conversations as their sole reason to contribute to a conversation are known as spokesbloggers.

Page Ref: 6-10 Difficulty: Difficult Learning Obj.: 2 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 6) Do you view bloggers sponsored by the traditional press (such as The New York Times) as credible as traditional press reporters and columnists? Explain your answer.

Answer: Typically we think of bloggers as independent writers who publish their thoughts, activities, opinions, and information. The blog is historically an online diary of sorts. In fact, its name comes from a combination of the words "web log."

Page Ref: 6-11 Difficulty: Difficult Learning Obj.: 2 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 7) Reflect on what you believe to be pillar content in your own opinion. What types of content come to mind here?

Answer: Typically, pillar content is made up of educational content that readers use over time, save, and share with others. As more and more people refer to these posts, they enable a sponsor to grow in readership, followers, and friends. The content's impact grows over time, exponentially, as other people share it through reposting, citations, and retweets.

Page Ref: 6-13 Difficulty: Difficult Learning Obj.: 3 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking

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8) How often do you use long-tail keywords as queries compared to a general keyword? How satisfied are you, typically, with the search results?

Answer: Long-tail keywords are much more targeted than a general keyword because they may say exactly what the searcher wants to find.

Page Ref: 6-29 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking 9) Reflect on whether or not you believe that gray hat search engine optimization marketers cross the line into unethical territory.

Answer: The answer should include the concepts of keyword stuffing, link exchanges, three-way linking, and paid links.

Page Ref: 6-31 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Ethical Understanding and Reasoning Abilities Classification: Critical Thinking 10) Reflect on which of the types of link hooks listed in the chapter you find particularly effective in getting you to click onto the link.

Answer: The listed types of hooks include resource, contrary, humor, giveaway, and research hooks.

Page Ref: 6-36 Difficulty: Difficult Learning Obj.: 4 AACSB Category: Reflective Thinking Skills Classification: Critical Thinking

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