Social Media Marketing 2nd Edition Tuten Test Bank

Social Media Marketing 2nd Edition
Tuten Test Bank

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SOCIAL MEDIA MARKETING
Chapter 6 Social Publishing
Multiple Choice Questions
1) The social publishing zone includes which of the following channels?
A) Blogs.
B) Media sharing sites.
C) Microblogs.
D) Information and news networks.
E) All of the above.
Answer: E
Explanation: E) The social publishing zone as shown in Figure 6.1 includes those channels that allow
people and organizations to publish content including blogs, media-sharing sites, microblogs, and
information and news networks.
Page Ref: 6-2
Difficulty: Easy
Learning Obj.: 1
Classification: Conceptual
2) Which of the following is a defining characteristic of a microblog?
A) Hosts regularly updated content.

B) Can be written with an unlimited amount of characters.
C) Includes short bursts of texts and links.
D) Both A and C.
E) None of the above.
Answer: D
Explanation: D) 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. Twitter is one example because it
limits posts to 140 characters.
Page Ref: 6-2
Difficulty: Easy
Learning Obj.: 1
AACSB Category: Use of IT
Classification: Application
3) Which of the following completes the sentence, '__________ is defined as a '"marketing

technique of creating and distributing valuable, relevant and consistent content to attract and
acquire a clearly defined audience, with the objective of driving profitable customer action"'?
A) Social media marketing.

B) Content marketing.
1
C) Published content.
D) Media content.
E) Marketing communications.
Answer: B
Explanation: D) According to the Content Marketing Institute, content marketing is a 'marketing
technique of creating and distributing valuable, relevant and consistent content to attract and acquire a
clearly defined audience, with the objective of driving profitable customer action'.
Page Ref: 6-3
Difficulty: Easy
Learning Obj.: 2
4) 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.
Answer: C
Explanation: C) Content may include opinions, catchphrases, information, fashion photos, advice, art, or
photos from that wild party last week.
Page Ref: 6-2
Difficulty: Easy
Learning Obj.: 2
5) 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.
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: 6-5
Difficulty: Easy
Learning Obj.: 2
2
6) Which of the following best describes an editorial message?

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: 6-5
Difficulty: Moderate
Learning Obj.: 2
7) 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.
Answer: B
Explanation: B) In contrast, a commercial message such as an advertisement makes it clear that the
intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to
place the message in a medium.
Page Ref: 6-6
Learning Obj.: 2
8) Which of the following best describes a call-to-action?

Answer: E
Explanation: E) In social media marketing, calls to action ensure that people participate in the social
media campaign.
Page Ref: 6-7
3
Learning Obj.: 2
9) 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.
Answer: E
Explanation: E) It’s useful to distinguish between UGC that people voluntarily publish and content that
appears because some organization has invited contributions from users. Organic content is content that
a person feels intrinsically motivated to prepare and share.
Page Ref: 6-7
Learning Obj.: 2
10) 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: 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.
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. In these cases the contribution is a response to a
call to action.
Page Ref: 6-7
Learning Obj.: 2
11) 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.
4
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: 6-7
Learning Obj.: 2
12) Which of the following best describes a sponsored conversation?

C) Planted by organizations that masquerades as original material an actual consumer posted.
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: 6-7 and 6-8
Learning Obj.: 2
13) Which of the following best describes a counterfeit conversation?

Answer: C
Explanation: C) Many traditional press organizations support bloggers as a part of the information
content they provide.
Page Ref: 6-8
Learning Obj.: 2
14) Which of the following completes the sentence, ' ___________ post sponsored conversations as their
sole reason to contribute to a conversation'?
A) Counterfeitbloggers.
5
B) Organicbloggers.
C) Spokesbloggers.
D) Incentivizedbloggers.
E) Urbanbloggers.
Answer: C
Explanation: C) The company PayPerPost pays bloggers to endorse products.
Page Ref: 6-8
Learning Obj.: 2
15) Which of the following would be included in an editorial calendar?
A) Schedule for publication.

B) Identification of relevant topics.
C) Publication venues.
D) Types of content.
E) All of the above.
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: 6-9
Learning Obj.: 3
16) 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.
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: 6-10
Difficulty: Difficult
Learning Obj.: 3
17) The lowest step of the value ladder is also known as which of the following?
A) Pillar.
6
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: 6-10
Learning Obj.: 3
7
18) 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.
Answer: D
Explanation: D) If that original content positions the sponsoring entity as an authority on the subject in
question, then we call it authority-building content. Flagship content is also authority-building content.
This term refers to seminal pieces of work that help to define a phenomenon or shape the way people
think about something for a long time.
Page Ref: 6-10
Learning Obj.: 3
19) 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.
Answer: A
Explanation: A) Filler content is simply information that people copy from other sources. 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. Others can use the articles posted on ArticlesBase at no
charge.
Page Ref: 6-11
Learning Obj.: 3
20) Which of the following types of pillar posts is the most popular type posted?
A) 'How-to' article.
B) Definition article.
C) Glossary article.
D) Theory article.
E) List article.
Answer: A
Explanation: A) Although this is a straightforward approach, it provides a high level of utility for those
8
interested in the concept being defined
Page Ref: 6-11
Learning Obj.: 3
21) Which type of pillar post includes a series of definitions related to each other and creates a
resource guide on the topic?
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: 6-11
Learning Obj.: 3
22) Which type of pillar post is equivalent to opinion-editorial pieces in your local newspaper?
D) Theory article.
E) List article.
Answer: D
Explanation: D) Theory articles offer some unique insight into a topic but the content is opinion. This is
the equivalent to opinion-editorial pieces in your local newspaper.
Page Ref: 6-11
Learning Obj.: 3
23) Which type of pillar posts may draw on humor or education in detailing bullets for easy
readability and consumption?
D) Theory article.
E) List article.
Answer: E
9
Explanation: E) These forms of content use bullets for easy readability and consumption. They may
draw on humor or education in detailing the list.
Page Ref: 6-11
Learning Obj.: 3
24) 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 also benefits search rankings because it increases the likelihood that others will link to it.
Page Ref: 6-13
Learning Obj.: 4
25) 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.
Answer: C
Explanation: C) Social media optimization not only provides additional visibility for a marketer's
message, it also benefits search rankings because it increases the likelihood that others will link to it.
Page Ref: 6-13
Learning Obj.: 4
26) 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.
10
C) Organic.
D) Dynamic.
E) Sponsored.
Answer: B
Explanation: B) Branded articles are promotional tools for a website.
Page Ref: 6-14
Learning Obj.: 4
27) 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.
Answer: E
Explanation: E) The search results list leads off with sponsored, or paid, links.
Page Ref: 6-16
Learning Obj.: 4
28) 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.
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: 6-16
Learning Obj.: 4
29) Which of the following do search engine marketers call the space on the screen where listings
11
are virtually guaranteed to be viewed?
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: 6-17
Learning Obj.: 4
30) 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.
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: 6-18
Learning Obj.: 4
31) 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.
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: 6-18
12
Learning Obj.: 4
32) Which of the following 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: 6-19
Learning Obj.: 4
33) 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.
Answer: D
Explanation: D) Linkwheels increase the number of links back to a site.
Page Ref: 6-20
Learning Obj.: 4
34) 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
13
Answer: A
Explanation: A) Linkwheels increase the number of links back to a site. They are built on a hub-and-
spoke system that uses web properties (i.e., links pages) as spokes to send one link to the home site and
another link to the next property. Several properties are set up as spokes; the targeted page is the hub.
Page Ref: 6-20
Learning Obj.: 4
35) 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.
Answer: C
Explanation: C) The site's search ranking benefits then from the increase in the link quantity.
Page Ref: 6-20
Learning Obj.: 4
36) 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.
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: 6-20
Learning Obj.: 4
37) 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.
14
B) Web crawler.
C) Black hat.
D) Golden triangle.
E) Gray hat.
Answer: E
Explanation: E) Gray hats take some liberties with the system.
Learning Obj.: 4
38) 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.
Answer: C
Explanation: C) Black hats manipulate the system by utilizing several tactics considered unethical in the
realm of search engine optimization.
Page Ref: 6-21
Learning Obj.: 4
AACSB Category: Ethical Understanding and Reasoning Abilities
39) 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.
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 below that of true keyword stuffing.
Page Ref: 6-21
Learning Obj.: 4
AACSB Category: Ethical Understanding and Reasoning Abilities
15
40) 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.
Answer: E
Explanation: E) Gray hats take some liberties with the system, such as utilizing three-way linking.
Page Ref: 6-21
Learning Obj.: 4
41) Which of the following refers to the careful crafting of a title that markets the content?
A) Stuffing.
B) Cloaking.
C) Indexing.
D) Linkbaiting.
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: 6-23
Learning Obj.: 4
42) Which of the following best describes 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: 6-23
16
Learning Obj.: 4
43) Which of the following best describes a contrary hook?
Answer: B
Explanation: B) Marketers choose a hook that increases the likelihood that the intended audience will
Learning Obj.: 4
44) Which of the following best describes a giveaway hook?
Answer: D
Explanation: D) Marketers choose a hook that increases the likelihood that the intended audience will
Page Ref: 6-24
Learning Obj.: 4
45) 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.
Answer: A
Explanation: A) Marketers choose a hook that increases the likelihood that the intended audience will
17
Page Ref: 6-23
Learning Obj.: 4
46) 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.
Answer: C
Explanation: C) Marketers choose a hook that increases the likelihood that the intended audience will
Page Ref: 6-24
Learning Obj.: 4
47) 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.
Answer: C
Explanation: C) Share tools are plug-ins 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: 6-24
Learning Obj.: 4
48) A social media press release should have all of the following in addition to the typical press
release content save which one?
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.
18
Answer: D
Explanation: D) 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: 6-25
Learning Obj.: 5
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'.
Answer: B
Explanation: B) Whereas blogs share a story, microblogs share headlines. That’s probably one reason
why Twitter, the leading microblog service, defines itself as a real-time information network. 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: 6-25
Learning Obj.: 5
50) 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.
Answer: A
Explanation: A) The process supports the wisdom-of-crowds perspective.
Learning Obj.: 5
19

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Tuten Test Bank

Chapter 6 Social Publishing

Multiple Choice Questions

1) The social publishing zone includes which of the following channels?

2) Which of the following is a defining characteristic of a microblog?

A) Hosts regularly updated content.

3) Which of the following completes the sentence, '__________ is defined as a '"marketing

A) Social media marketing.

5) Which of the following best describes an urban legend?

A) Objective and unbiased.

A) Objective and unbiased.

7) A half-page plea in a traditional newspaper to pass environmental legislation or carry out

A) An editorial message only.

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

A) Objective and unbiased.

12) Which of the following best describes a sponsored conversation?

A) Objective and unbiased.

13) Which of the following best describes a counterfeit conversation?

A) Objective and unbiased.

15) Which of the following would be included in an editorial calendar?

A) Schedule for publication.

30) Which of the following best describes a meta tag?

A) Code embedded in a web page.

31) Which of the following best describes a heading tag?

A) Code embedded in a web page.

32) Which of the following are multi-phrase search queries?

A) targeted pages; links pages

35) What does link juice describe?

42) Which of the following best describes a resource hook?

43) Which of the following best describes a contrary hook?

44) Which of the following best describes a giveaway hook?

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

A) Blogs share stories and microblogs share headlines.

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