Deck 25: Social Media

Question 1

On-screen "pages" need to meet the following design requirement

A)sentences and paragraphs need to be shorter and more concise than hard copy.
B)the main point usually appears at the bottom of each screen.
C)when a topic requires in-depth coverage, the page should be designed to allow readers to scroll down and down for all of the content.
D)links, navigation bars, and hot buttons should appear only on the home page.

Answer 1

A

Question 2

Twitter particularly appeals to people who

A)have short attention spans
B)don't like reading
C)are technically adept
D)have poor writing skills

Answer 2

C

Question 3

Maintaining a Twitter account requires a lot of time and attention, so some companies

A)hire professional Twitterers to post about the company and its products
B)make a point of "avalanche tweeting" dozens of tweets almost simultaneously
C)tweet only about product releases and updates
D)set up social networking committees whose members come from different departments

Answer 3

A

Question 4

Regarding webpage visitors, the bounce rate is

A)the degree of interest and excitement experienced by the visitor
B)how much the visitor's attention is bounced around the screen
C)the percentage of visitors who purchase products or respond in the way the page designed hoped would happen
D)the number of visitors who leave a site within a few seconds of landing there

Question 5

Designers of webpages should consider potential secondary audiences because

A)information on the internet can be updated quickly
B)search engines can make mistakes
C)the internet is huge
D)web-based information is easy to forward to others

Question 6

A social networking audit

A)measures the costs of maintaining one's Facebook and other social media accounts.
B)predicts the returns from maintaining social media contacts.
C)examines the net worth of people in one's group of social media contacts.
D)examines each person in a social media contact group, to learn that person's work, available resources, and potential for creating mutual benefits.

Question 7

Companies can gain maximum benefit from corporate blogs by

A)incorporating video
B)hiring a dedicated blogger who can help establish the company as a trusted information source
C)employing a team of bloggers who have varied viewpoints
D)posting new material every day

Question 8

Facebook

A)is valuable solely for maintaining one's network of friends and relatives.
B)has some limited utility for business applications.
C)can be leveraged for creating and maintaining contacts as part of marketing efforts.
D)must be combined with traditional marketing campaigns in order to facilitate marketing efforts.

Question 9

Jakob Nielsen's research indicates that webpage readers tend to

A)scan a webpage in an F-shaped pattern
B)focus on visuals that grab attention
C)wade through long paragraphs if the material interests them
D)just browse with no particular purpose in mind

Question 10

Successful LinkedIn members

A)pay LinkedIn for a prominent place on the site.
B)maintain a minimum of four versions of their LinkedIn presence.
C)connect their LinkedIn account to Twitter.
D)make numerous connections with other LinkedIn members and join business interest groups.

Question 11

An external wiki can be a valuable resource if

A)its posts are translated into several languages
B)it is password protected
C)it balances open access with some form of editorial control
D)it's open to anyone who's interested in the wiki's subject area

Question 12

Social media usage at the workplace

A)entails risk for employees and employers.
B)entails no risk for employees or employers
C)is encouraged by employers to boost morale
D)permits a constant flow of trustworthy, useful information

Question 13

In Chapter 25, Paul Heron says that effective webpages engage visitors within

A)5 seconds.
B)10 seconds or less
C)30 seconds.
D)1 minute

Question 14

Podcasting is used

A)by individuals to distribute personal "radio shows."
B)by companies to discuss their products and services.
C)by individuals and by companies.
D)by radio stations that have lost their broadcasting licence.

Question 15

Which of the following should be a feature of a well-designed webpage?

A)key design elements (colour, bolding, spacing)should be repeated to create page unity
B)high-quality, carefully-placed visuals
C)navigable links to related material
D)all of a, b, and c

Question 16

Technorati says that about 92 percent of all blogs are created by

A)individual bloggers
B)small businesses
C)corporations and big business.
D)government agencies

Question 17

Varieties of weblogs include:

A)RSS feeds.
B)Twitter messages.
C)Vlogs.
D)corporate e-newsletters.

Question 18

Web writer Geraldine Eliot recommends

A)creating a persona or audience for a website's intended audience
B)writing for the widest possible audience
C)writing for those readers who are intensely interested in the site's subject matter
D)filling each page with visuals

Question 19

Webpages should be written in clear, simple English because

A)current reading skill levels are very low
B)material is harder to follow on screen than in print
C)not every reader speaks English as a first language
D)webpage words must compete with visuals on the screen

Question 20

Wikis are defined in Chapter 25 as

A)early forms of Hawaiian social interaction
B)blogs with ties to Wikipedia
C)well-rehearsed talks
D)websites where information is collected and updated

Question 21

When trying to determine the impact of their social media usage, a company should

A)focus on how its brand image is affected by social media
B)measure only one social medium
C)hire an outside firm to create all social media content for that company
D)use the services of data analytic firms such as Domo, Hootsuite, or Google Analytics to track and analyze its social media usage

Question 22

Search engine optimization (SEO)

A)uses key words to make a website show up in search engine queries.
B)guarantees that readers searching your topic or product or service will come to your site before all others
C)enhances the readability of your site's content
D)is the result of an exact science that entices and measures visits to a website