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 Instructor Resource
Tuten, Social Media Marketing, 3e
SAGE Publishing 2018
Chapter 7: Social Publishing
Test Bank

Multiple Choice Questions

1. 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.
Ans: E
Learning Objective: 1: What are the channels of social publishing?
Cognitive Domain: Conceptual
Answer Location: The Social Publishing Zone p.214
Difficulty Level: Easy

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.

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e. Marketing communications.
Ans: B
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Application
Answer Location: Publishing Content p.214
Difficulty Level: Easy

3. 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.
Ans: C
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Types of Content p.215
Difficulty Level: Easy

4. Which of the following best describes an urban legend?

a. Objective and unbiased.
b. Paid consumer content.

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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.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Content Producers: What Is “Authentic”? p.220
Difficulty Level: Easy

5. 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.
Ans: A
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Content Producers: What Is “Authentic”? p.221
Difficulty Level: Medium

6. 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?
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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.
Ans: B
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Application
Answer Location: Content Producers: What Is “Authentic”? p.221
Difficulty Level: Medium

7. 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.
Ans: E
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

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8. 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.
Ans: E
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

9. 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.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222

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Difficulty Level: Medium

10. 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.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Application
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

11. 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.
Ans: B
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?

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Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.223
Difficulty Level: Medium

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.
Ans: C
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.223
Difficulty Level: Medium

13. 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.
Ans: C
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Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.223
Difficulty Level: Medium

14. 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.
Ans: E
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.223
Difficulty Level: Medium

15. Which of the following characterizes content in terms of originality and substance?
a. Golden triangle.
b. Value ladder.
c. Editorial calendar.
d. Protest site.

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e. Social bookmarking site.
Ans: B
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.225
Difficulty Level: Hard

16. 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.
Ans: D
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.225
Difficulty Level: Medium

17. Which of the following should be categorized as original content?

a. Syndicated sources.
b. Media-sharing sites.

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c. Filler content.
d. Flagship content.
e. Blogs.
Ans: D
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.225
Difficulty Level: Medium

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.
Ans: A
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Medium

19. Which type of content refers to content that is simply repurposed from other sources?
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a. Filler content.
b. Original content.
c. Authority-building content.
d. Pillar content.
e. Secondhand content.
Ans: A
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.225
Difficulty Level: Medium

20. 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.
Ans: D
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Medium

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21. ______ 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.
Ans: C
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Application
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Hard

22. 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.
Ans: A

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Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Distributing and Promoting Content p.229
Difficulty Level: Medium

23. 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.
Ans: B
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Distributing and Promoting Content p.230 (Table 7.6)
Difficulty Level: Hard

24. 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.
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d. Sockpuppeting.
e. Three-way linking.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Distributing and Promoting Content p.229
Difficulty Level: Medium

25. 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.
Ans: B
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Level 1: Social Publishing and Search Engine Optimization p.230
Difficulty Level: Medium

26. 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'?
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a. Counterfeit.
b. Three-way.
c. Organic.
d. Dynamic.
e. Sponsored.
Ans: E
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: How Do People Use Search Results? p.231
Difficulty Level: Medium

27. 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.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: How Do People Use Search Results? p.232
Difficulty Level: Medium
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28. 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.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: How Do People Use Search Results? p.232
Difficulty Level: Medium

29. 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.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
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Answer Location: On-Site Optimization p.233
Difficulty Level: Hard

30. 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.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: On-Site Optimization p.233
Difficulty Level: Hard

31. Which of the following are multi-phrase search queries?

a. Trackbacks.
b. Long tail keywords.
c. Plug-ins.
d. Linkwheels.
e. Hooks.
Ans: B

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Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: On-Site Optimization p.234
Difficulty Level: Medium

32. 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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.235
Difficulty Level: Hard

33. 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
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d. search engines; consumers
e. consumers; brands
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.235
Difficulty Level: Hard

34. 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.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.235
Difficulty Level: Medium

35. 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.
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b. Web crawler.
c. Black hat.
d. Golden triangle.
e. Gray hat.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.236
Difficulty Level: Medium

36. 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.
Ans: E
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Off-Site Optimization p.236
Difficulty Level: Hard

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37. 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.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Off-Site Optimization p.237
Difficulty Level: Medium

38. 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.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
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Answer Location: Off-Site Optimization p.236
Difficulty Level: Medium

39. 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.
Ans: E
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.236
Difficulty Level: Medium

40. 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.
Ans: D

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Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Title p.238
Difficulty Level: Medium

41. 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.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Title p.238
Difficulty Level: Medium

42. 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.

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e. Offers a claim about something of interest.
Ans: B
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Title p.238
Difficulty Level: Medium

43. 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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Title p.238
Difficulty Level: Medium

44. 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.
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c. Humor.
d. Giveaway.
e. Research.
Ans: A
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Title p.238
Difficulty Level: Medium

45. 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.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Title p.238
Difficulty Level: Medium

46. Which of the following create the ability to easily share a site's content with external sites?
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a. Trackbacks.
b. Web crawlers.
c. Plug-ins.
d. On-site indicators.
e. Meta tags.
Ans: C
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Share Tools p.239
Difficulty Level: Medium

47. 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.
Ans: D
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?
Cognitive Domain: Conceptual
Answer Location: The Social Media Press Release pp.239-240
Difficulty Level: Medium

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48. 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'.
Ans: A
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?
Cognitive Domain: Conceptual
Answer Location: Microblogs p.240
Difficulty Level: Medium

49. 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.
Ans: A
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?
Cognitive Domain: Application

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Answer Location: Social News and Bookmarking Sites p.241
Difficulty Level: Medium

50. 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.
Ans: A
Learning Objective: 1: What are the channels of social publishing?
Cognitive Domain: Conceptual
Answer Location: The Social Publishing Zone p.214
Difficulty Level: Medium

51. 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.
Ans: B

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Learning Objective: 1: What are the channels of social publishing?
Cognitive Domain: Conceptual
Answer Location: The Social Publishing Zone p.214
Difficulty Level: Medium

52. 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.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Application
Answer Location: The Social Publishing Zone p.214
Difficulty Level: Medium

53. 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.
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e. None of these.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Publishing Content p.214
Difficulty Level: Medium

54. 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.
Ans: E
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Types of Content p.216
Difficulty Level: Medium

55. 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.
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c. Earned, owned.
d. Earned, paid.
e. Owned, paid.
Ans: A
Learning Objective: 1: What are the channels of social publishing?
Cognitive Domain: Application
Answer Location: Media-Sharing Sites p.219
Difficulty Level: Medium

56. 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.
Ans: E
Learning Objective: 1: What are the channels of social publishing?
Cognitive Domain: Conceptual
Answer Location: Content Producers: What Is “Authentic p.221
Difficulty Level: Medium

57. 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.
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b. Entertainment journalism.
c. Investigative journalism.
d. Interpretive journalism.
e. None of these.
Ans: D
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Content Producers: What Is “Authentic p.221
Difficulty Level: Medium

58. 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.
Ans: C
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

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59. 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.
Ans: B
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

60. 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.
Ans: D
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222

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Difficulty Level: Medium

61. 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.
Ans: A
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.222
Difficulty Level: Medium

62. 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.
Ans: D

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Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Intrinsic and Extrinsic Motives and Content Authenticity p.223
Difficulty Level: Medium

63. Flagship content is also referred to as what?

a. Pillar content.
b. Evergreen content.
c. Original content.
d. Compounding content.
e. None of these.
Ans: B
Learning Objective: 2: Who creates the content published in social channels? What kind of
content can be published?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Medium

64. 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.
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e. None of these.
Ans: A
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Medium

65. 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.
Ans: C
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content p.226
Difficulty Level: Medium

66. 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?

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a. Tactical.
b. Abstract.
c. Evergreen.
d. Terminable.
e. None of these.
Ans: D
Learning Objective: 3: What content characteristics enhance perceived content quality and
value? How can marketers plan and organize their efforts as they embrace a social publishing
strategy?
Cognitive Domain: Conceptual
Answer Location: Developing Effective Branded Content pp.226-7
Difficulty Level: Medium

67. 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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Distributing and Promoting Content p.228
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Difficulty Level: Hard

68. 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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Application
Answer Location: Distributing and Promoting Content p.229
Difficulty Level: Medium

69. 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.
Ans: A
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?

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Cognitive Domain: Conceptual
Answer Location: Distributing and Promoting Content pp.229-30
Difficulty Level: Medium

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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: Level 1: Social Publishing and Search Engine Optimization
Difficulty Level: Medium

71. 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.

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Ans: B
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: How Search Engines Work pp.232-3
Difficulty Level: Medium

72. 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.
Ans: D
Learning Objective: 4: What is the role of social publishing in social media marketing? How do
social media marketers utilize search engine optimization and social media optimization to
meet marketing objectives?
Cognitive Domain: Conceptual
Answer Location: On-Site Optimization p.233
Difficulty Level: Medium

73. 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.
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c. Organic results.
d. Dynamic URLs.
e. Sponsored results.
Ans: D
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?
Cognitive Domain: Conceptual
Answer Location: On-Site Optimization p.234
Difficulty Level: Medium

74. 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.
Ans: D
Learning Objective: 5: How can social content be promoted? What role do social news and
social bookmarking sites play in content promotion?
Cognitive Domain: Conceptual
Answer Location: Off-Site Optimization p.237
Difficulty Level: Medium

41
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