Deck 6: Social Publishing

Question 1

________ is the unit of value in a social community.

A) A dollar
B) A friend
C) Content
D) Reputation
E) Identity

Answer 1

C

Question 2

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 2

C

Question 3

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 3

B

Question 4

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.

Question 5

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

Question 6

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.

Question 7

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.

Question 8

Contributions that originate with the poster are categorized as ________.

A) original content
B) reposted content
C) filler content
D) retweeted content
E) secondhand content

Question 9

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.

Question 10

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.

Question 11

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

Question 12

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

Question 13

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

Question 14

________ content is content that a person feels intrinsically motivated to prepare and share.

A) Counterfeit
B) Sponsored
C) Commercial
D) Incentivize
E) Organic

Question 15

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

Question 16

On ________,content is limited to short bursts of text and links.

A) media sharing sites
B) microblogs
C) protest sites
D) podcasts
E) webinars

Question 17

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

Question 18

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.

Question 19

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.

Question 20

Which of the following is an example of a microblog?

A) Twitter
B) YouTube
C) Facebook
D) Flickr
E) Snapfish

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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.

Question 33

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

Question 34

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

Question 35

________ 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

Question 36

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

Question 37

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.

Question 38

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

Question 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.

Question 40

________ 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

Question 41

________ 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

Question 42

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

Question 43

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

Question 44

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

Question 45

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.

Question 46

In a linkwheel,the ________ are considered the "spokes."

A) targeted pages
B) links pages
C) brands
D) search engines
E) consumers

Question 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

Question 48

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.

Question 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

Question 50

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

Question 51

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.

Question 52

In a linkwheel,the ________ are considered the "hubs."

A) targeted pages
B) links pages
C) brands
D) search engines
E) consumers

Question 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

Question 54

"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

Question 55

________ are multi-phrase search queries.

A) Trackbacks
B) Long tail keywords
C) Plug-ins
D) Linkwheels
E) Hooks

Question 56

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.

Question 57

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.

Question 58

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.

Question 59

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.

Question 60

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

Question 61

Most bloggers use Twitter to drive traffic to their blog site.

Question 62

"Obese Skunk Cuts Out Bacon Sandwiches" is an example of a ________ hook.

A) resource
B) contrary
C) humor
D) giveaway
E) research

Question 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

Question 64

________ 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

Question 65

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

Question 66

An example of a sponsored conversation is paying bloggers to endorse products.

Question 67

Whereas blogs share a story,microblogs share ________.

A) friends
B) headlines
C) novels
D) facts
E) food

Question 68

________ 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

Question 69

________ promote those who promote your content.

A) Trackbacks
B) Web crawlers
C) Plug-ins
D) On-site indicators
E) Meta tags

Question 70

"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

Question 71

An example of cultural co-creation is the enlistment of consumers' input by Jones Soda on its packages and flavors.

Question 72

When you contribute content for the chance to win a contest,your content is labeled as "organic."

Question 73

Media sharing sites are earned media.

Question 74

Starbucksucks.com is an example of a protest site.

Question 75

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

Question 76

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

Question 77

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

Question 78

Information and news networks are examples of social publishing zone channels.

Question 79

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

A) resource
B) contrary
C) humor
D) giveaway
E) research

Question 80

An example of a commercial message is the editorial page of a newspaper.