Deck 7: Social Publishing

Question 1

Which of the following types of content is encouraged by the chance to win a contest or receive free merchandise?

A)Counterfeit.
B)Sponsored.
C)Commercial.
D)Incentivized.
E)Organic.

Answer 1

D

Question 2

Which of the following completes the sentence,'______ is defined as a '"strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audience-and,ultimately,to drive profitable customer action.""'?

A)Social media marketing.
B)Content marketing.
C)Published content.
D)Media content.
E)Marketing communications.

Answer 2

B

Question 3

Which of the following best describes a sponsored conversation?

A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations that masquerades as original material an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.

Answer 3

B

Question 4

Which type of content typically continues to attract viewers over time?

A)Filler content.
B)Original content.
C)Authority-building content.
D)Pillar content.
E)Secondhand content.

Question 5

Which of the following ensures that people participate in a social media campaign and is exemplified when a host in a TV infomercial reminds you to 'Call right now.Operators are standing by!'?

A)Urban legend.
B)Editorial message.
C)Protest message.
D)Call to action.
E)Citizen advertisement.

Question 6

Which of the following is content that a person feels intrinsically motivated to prepare and share?

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

Question 7

Which of the following best describes an urban legend?

A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.

Question 8

Which of the following completes the sentence,' ______ are paid for their cotnributions to a conversation'?

A)Counterfeitbloggers.
B)Organicbloggers.
C)Spokesbloggers.
D)Incentivizedbloggers.
E)Urbanbloggers.

Question 9

Which of the following best describes a call-to-action?

A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.

Question 10

Which of the following should be categorized as original content?

A)Syndicated sources.
B)Media-sharing sites.
C)Filler content.
D)Flagship content.
E)Blogs.

Question 11

Branded content enables organizations to develop a strategic,well-designed message and distribute the message through social channels,resulting in which of the following?

A)Additional reach.
B)Engagement.
C)Earned media.
D)Buzz.
E)All of these.

Question 12

Which of the following best describes a counterfeit conversation?

A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.

Question 13

The social publishing zone includes which of the following channels?

A)Blogs.
B)Media sharing sites.
C)Social network sites.
D)Social bookmarking and news sites.
E)All of these.

Question 14

Which type of content refers to content that is simply repurposed from other sources?

A)Filler content.
B)Original content.
C)Authority-building content.
D)Pillar content.
E)Secondhand content.

Question 15

Which of the following may include opinions,advice and art,and is considered the unit of value in a social community?

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

Question 16

A half-page plea in a traditional newspaper to pass environmental legislation or carry out sanctions against governments that permit whaling is clearly which of the following?

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 17

Which of the following characterizes content in terms of originality and substance?

A)Golden triangle.
B)Value ladder.
C)Editorial calendar.
D)Protest site.
E)Social bookmarking site.

Question 18

Which type of content refers to 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 19

Which of the following best describes an editorial message?

A)Expression of an opinion or interpretation along with the factual information.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.

Question 20

The lowest step of the value ladder is also known as which of the following?

A)Pillar.
B)Authority-building.
C)Original.
D)Filler.
E)Flagship.

Question 21

Which process 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 22

Which of the following completes the sentence,'______ 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 23

Which of the following terms refers to an article that is written to promote a company's expertise in the field?

A)Counterfeit.
B)Branded.
C)Organic.
D)Dynamic.
E)Sponsored.

Question 24

What does link juice describe?

A)Link quality.
B)A site's members.
C)Link quantity.
D)A site's content.
E)A site's brand equity.

Question 25

Which of the following completes the sentence,'Among other things,a ______ duplicates content at multiple sites and create link exchanges,where sites agree to link with each other'?

A)White hat.
B)Web crawler.
C)Black hat.
D)Golden triangle.
E)Gray hat.

Question 26

Which of the following completes the sentence,'In a linkwheel,______ are considered the "hubs" and ______ are considered the "spokes"'?

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

Question 27

Which of the following refers to the careful crafting of a title that markets the content?

A)Stuffing.
B)Cloaking.
C)Indexing.
D)Linkbaiting.
E)Three-way linking.

Question 28

Which of the following are multi-phrase search queries?

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

Question 29

Which of the following do search engine marketers call the space on the screen where listings are virtually guaranteed to be viewed?

A)Golden triangle.
B)Contrary hook.
C)Gateway page.
D)Hook.
E)Heading tag.

Question 30

Which of the following completes the sentence,'______ links 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 31

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 32

Whereas ______ is all about increasing the prominence of a site on search lists using on-site and off-site tactics,______ is a process that makes it more likely for content on a specific,social media platform to be visible and linkable in online communities.

A)Search engine optimization,social media optimization.
B)Social media optimization,search engine optimization.
C)Search engine optimization,platform optimization.
D)Social media optimization,platform optimization.
E)None of these.

Question 33

______ posts deliver a surge of traffic,but do not maintain the same impact over time as ______ posts.

A)Secondhand,original.
B)Original,secondhand.
C)Decaying,compounding.
D)Compounding,decaying.
E)None of these.

Question 34

Which of the following completes the sentence,'______ ensures that a company's own sites link to each other in sequence and then back to the original site'?

A)Stuffing.
B)Cloaking.
C)Indexing.
D)Hooking.
E)Three-way linking.

Question 35

Which of the following completes the sentence,'Keyword ______ is referred to as the insertion of a superficially large number of keywords throughout a site's content and tags'?

A)Stuffing.
B)Cloaking.
C)Indexing.
D)Hooking.
E)Three-way linking.

Question 36

Which of the following completes the sentence,'A ______ places keywords in hidden text by making the font color of keywords the same color as the page background'?

A)White hat.
B)Web crawler.
C)Black hat.
D)Golden triangle.
E)Gray hat.

Question 37

Which of the following completes the sentence,'A ______ creates site maps so that every page is linked to every other page and search engine bots can crawl every page'?

A)White hat.
B)Web crawler.
C)Black hat.
D)Golden triangle.
E)Gray hat.

Question 38

Which of the following best describes a heading tag?

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,i.e.the main indicator of your page's content.
E)The website address.

Question 39

Which of the following 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 40

Which of the following best describes a meta tag?

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,i.e.the main indicator of your page's content.
E)The website address.

Question 41

Which of the following is not true of content marketing?

A)The philosophy of content marketing emphasizes that brands should publish high-value content that pulls the audience in.
B)Content may be published in owned,paid,or social media channels.
C)Social media should be used to activate the content and drive audience engagement,conversation,and amplification through sharing.
D)Brands may only use original content when publishing in social media channels.
E)None of these.

Question 42

Which of the following terms refers to how 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 43

Which of the following aid in the dissemination of content to an audience by providing a digital location for content while also enabling audience participation and sharing?

A)Content marketing sites.
B)Social publishing sites.
C)User generated content sites.
D)Peer to peer sharing platforms.
E)None of these.

Question 44

Which of the following hooks is exemplified by the DietBlog's post called,'Obese Skunk Cuts Out Bacon Sandwiches'?

A)Resource.
B)Contrary.
C)Humor.
D)Giveaway.
E)Research.

Question 45

Which of the following best describes 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

Which of the following refers to invited,but non-compensated citizen advertising?

A)User generated content.
B)Consumer-solicited content.
C)Incentivized content.
D)Actionable content.
E)None of these.

Question 47

Which of the following completes the sentence,'______ media organizations like magazines and newspapers use social publishing to promote their products and drive traffic to their ______ media sites.'?

A)Traditional,owned.
B)Traditional,earned.
C)New,owned.
D)New,earned.
E)None of these.

Question 48

Which of the following best completes the sentence,'Whereas blogs are typically in the realm of ______ media,media-sharing sites are ______ media because their environments are not directly controlled by the person or organization posting the content.'?

A)Owned,earned.
B)Paid,earned.
C)Earned,owned.
D)Earned,paid.
E)Owned,paid.

Question 49

What is the main difference between a blog and a microblog?

A)Blogs share stories and microblogs share headlines.
B)Blogs are made of short bursts of text and microblogs are made of long entries.
C)Blogs share headlines and microblogs share stories.
D)Blogs and microblogs are the same.
E)Blogs are only made up of stories and microblogs are only made up of 'how-to's'.

Question 50

Which of the following 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 51

Which of the following refers to marketing messages that actual consumers create?

A)User generated content.
B)Consumer-solicited content.
C)Incentivized content.
D)Citizen advertising.
E)None of these.

Question 52

Which of the following is true of virtual reality (VR)?

A)Immersive video is also called 360-degree video.
B)Immersive video is one of the easiest and least expensive forms of VR to produce.
C)Publishers like National Geographic & The Economist have incorporated VR into their social media content.
D)A & B Only.
E)All of these.

Question 53

The Serta mattress company might create an article entitled '5 Methods to Ensure a Restful Night's Sleep'.This would be an example of which of the following hooks?

A)Resource.
B)Contrary.
C)Humor.
D)Giveaway.
E)Research.

Question 54

Which of the following blurs the line between editorial messages and journalism in that it goes beyond the basic facts of an event or topic to provide context,analysis,and possible consequences?

A)Sponsored journalism.
B)Entertainment journalism.
C)Investigative journalism.
D)Interpretive journalism.
E)None of these.

Question 55

Which of the following is true of commercial messages?

A)An advertisement is a type of commercial message.
B)They make it clear the intent is to persuade the consumer to change an attitude or behaviour.
C)The source has paid a fee to place the message in a medium.
D)A & C only.
E)All of these.

Question 56

Which of the following should a social media press not have a in addition to typical press release content?

A)Optimized title.
B)RSS feed options.
C)Good keywords and tags.
D)Content that cannot be shared.
E)Links to the main site landing page.

Question 57

Which of the following best describes 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 58

Which of the following best describes a resource hook?

A)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

Which of the following best completes the following sentence,'The ______ is not the defining element of social publishing;rather,it is the sharing of knowledge via ______ in an environment that also enables discourse and other forms of participation.'?

A)Reach,engagement.
B)Engagement,reach.
C)Content,vehicles.
D)Vehicle,content.
E)None of these.

Question 60

Which of the following best completes the sentence,'People tend to view ______ content as authentic and trustworthy.'?

A)Incentivized.
B)Sponsored.
C)Organic.
D)Original.
E)None of these.

Question 61

Which of the following best completes the sentence,'High value content can't meet marketing objectives unless it reaches ______.Social publishers need to distribute and promote the content to drive organic reach.'?

A)The top search engine rankings
B)Social media influencers.
C)B2C marketers.
D)The target audience.
E)None of these.

Question 62

Which of the following represent marketers' goals for social publishing?

A)To increase exposure to the brand's messages.
B)To use the content to drive traffic to the brand's owned media.
C)To decrease the use of paid media.
D)A & B only.
E)All of these.

Question 63

Which of the following terms refers to automated web programs that gather information from sites that ultimately form the search engine's entries?

A)Algorithms.
B)Web crawlers.
C)SEOs.
D)SEMs.
E)None of these.

Question 64

Content can also be categorized according to functional orientation,topic breadth,and topic temporality.Content that has an expiration date after which it is not relevant and is often used as filler content is referred to as what?

A)Tactical.
B)Abstract.
C)Evergreen.
D)Terminable.
E)None of these.

Question 65

Which of the following best completes the sentence,'______ focuses on earning higher organic search engine rankings whereas ______ focuses on earning organic links to content.'?

A)Search engine optimization,social media optimization.
B)Social media optimization,search engine optimization.
C)Firm generated content,social media optimization.
D)Search engine optimization,user generated content.
E)None of these.

Question 66

Content can also be categorized according to functional orientation,topic breadth,and topic temporality.Content that has a long expiration date is referred to as what?

A)Tactical.
B)Abstract.
C)Evergreen.
D)Terminable.
E)None of these.

Question 67

Which of the following refers to certain site characteristics that the search bots and the search engine index?

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

Question 68

Which of the following refers to a direct request in a marketing message for a specific behavior?

A)Call to action.
B)Incentive.
C)Sponsored action.
D)Consumer-solicited content.
E)None of these.

Question 69

Content can also be categorized according to functional orientation,topic breadth,and topic temporality.Content that helps the viewer by explaining important information,providing instructions,or giving advice is referred to as what?

A)Tactical.
B)Abstract.
C)Evergreen.
D)Terminable.
E)None of these.

Question 70

Why are sites that attract heavy traffic valuable?

A)A large number of visitors makes it more likely the sponsor will benefit from a higher rate of conversion.
B)The more "eyeballs" the site attracts,the more advertising revenue the site can generate.
C)A large number of visitors makes it more likely the site caters to a niche audience.
D)A & B only.
E)All of these.

Question 71

Which of the following are generated from scripts and change over time,making it difficult for people to return to your content later?

A)Counterfeit URLs.
B)Three-way URLs.
C)Organic results.
D)Dynamic URLs.
E)Sponsored results.

Question 72

Flagship content is also referred to as what?

A)Pillar content.
B)Evergreen content.
C)Original content.
D)Compounding content.
E)None of these.

Question 73

Which of the following refers to groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages?

A)Golden triangles.
B)Backtracks.
C)Gateway pages.
D)Link farms.
E)Link pools.

Question 74

Why did the Federal Trade Commission (FTC)introduce specific guidelines for social media content producers?

A)To protect the public from advertising disguised as social media.
B)To ensure that sponsorships are transparent.
C)To ban advertising via blogs and microblogs.
D)A & B only.
E)None of these.