102) Which of the following is essentially an online journal?
A) Community Q&A site
B) Blog
C) Content curation site
D) Virtual reality site
E) Augmented reality site
103) How can a business blogger help maintain a positive connection with an audience?
A) Limit the range of topics
B) Incorporate promotions whenever possible
C) Communicate with personal style and an authentic voice
D) Invite comments from readers at specific times
E) Keep a formal tone to the communication
104) Which of the following can bloggers use to promote a personal conversation with readers?
A) Topics of peak interest to the audience
B) New information delivered quickly
C) An authentic voice
D) Comments and questions
E) A strong personal style
105) Why is it important to post new material often and respond quickly to comments when
writing a blog?
A) You will lose the personal style that makes the blog unique
B) A corporate voice can be created
C) To better incorporate product promotion
D) To keep information and format cutting edge
E) The blog will be ignored if it isn’t kept current
106) Which of the following can act as the central hub for a company’s social media network?
A) Blog
B) Community manager
C) Content curation site
D) Content marketing
E) Private network
107) How can a project team use a blog to help accomplish its goals?
A) By repeating information on a regular basis
B) By helping keep the team up to date
C) By developing a strong social media hub
D) By handling all media relation efforts
E) By recruiting new members for future teams
108) How can blogs be used to manage rumors within an organization?
A) By forcing everyone to pay attention to corporate management
B) By acting as the anchor for all social media communication
C) By keeping employees better informed, they can reduce the need for grapevines
D) When there are policy and issue discussions
E) By managing employee and market research
109) What is the word-of-mouth transmission of marketing messages from person to person
often referred to as?
A) Voluntary marketing
B) Hub marketing
C) One-on-one communication
D) Viral marketing
E) Community building
110) Which of the following can make it a challenge to define the audience for a blog?
A) It is less cost effective to target a small audience
B) You can’t determine the relationship you want with the audience members
C) You might get too many comments and questions from an audience that is too large to
manage
D) Most readers follow too many blogs
E) The audience needs to be large enough for the effort but narrow enough to create focus
111) What does it mean for the purpose of a blog to “have legs”?
A) The purpose is rich enough that it can supply content ideas for an extended period of time
B) It is mobile
C) It is built around specific audience events
D) It covers whatever is most important to the company
E) It covers whatever is most important to the chosen audience
112) Which of these corporate blogs is likely to maintain reader interest the longest?
A) A blog about new products being released
B) A blog about using a company’s products more effectively
C) A blog about customer challenges with particular products
D) A blog about Britain’s decision to leave the EU
E) A blog about the presidential election
113) Which of the following is a measure of how wide or narrow a blog’s subject area is?
A) Specific purpose
B) Audience
C) Scope
D) Writing style
E) General purpose
114) Successful business bloggers pay close attention to
A) delivering new information quickly.
B) choosing topics of peak interest to audiences.
C) communicating in a personal style, with an authentic voice.
D) all of the above.
115) Which of the following can be used to help blog readers find additional posts on a topic?
A) Headlines
B) Augmented reality links
C) Community Q&A
D) Tags
E) Clouds
116) Writing in ________ is key to attracting and keeping blog readers.
A) a carefully scripted style
B) a personal, authentic voice
C) an impersonal corporate tone
D) an objective third-person style
117) When you’re applying the three-step writing process to blogging, the planning step will
include
A) writing a concise statement of your blog’s purpose.
B) targeting the audience that you intend to reach.
C) narrowing the scope of subjects you plan to cover.
D) all of the above.
118) All of the items listed below EXCEPT ________ are important when you’re completing
messages for your blog.
A) determining the scope and subject of your message
B) evaluating the content and readability of your message
C) proofreading your message to catch and correct errors and oversights
D) using your blogging system’s tools to post your message
119) You can make the material on your blog easier to locate by
A) opting out of newsfeed options.
B) tagging the material with descriptive words.
C) including long, complex headings.
D) eliminating links to other blogs and websites.
120) In the world of blogs, microblogs, and social media, word-of–mouth marketing is often
called
A) we talk, you listen marketing.
B) virtual marketing.
C) community-driven marketing.
D) viral marketing.
121) A business should consider creating a blog or microblog account whenever it has ________
to share with an online audience.
A) a one-time sales opportunity
B) an advertising campaign
C) a continuing stream of information
D) a press release to announce something newsworthy
122) Another term for online word-of-mouth marketing is ________, which refers to the
transmission of messages in much the same way that biological viruses are transmitted from
person to person.
A) sequential selling
B) viral marketing
C) content contagion
D) cyber schmoozing
123) ________ your blog makes it easier for readers to find what you’ve written about a certain
topic.
A) Labeling
B) Stamping
C) Synthesizing
D) Tagging
124) Compelling headlines are an essential tool for drawing in readers.
125) Blogs should be used to replace word-of-mouth marketing.
126) List at least three advantages of using blogs in business.
127) Identify and discuss four important elements of successful business blogs.
128) Describe the role and skill set of a community manager in an organization.
129) How can proper use of headlines help to create interest in a blog?
130) How can blogs be used for market research and word-of-mouth marketing efforts?
131) Which of these is a key difference between a blog and a microblog?
A) Audience
B) Purpose
C) Timing
D) Interaction
E) Character count
132) Which of the following would be a good use of a microblog post?
A) An in-depth summary
B) A teaser with a link to the full blog
C) Q&A forums
D) Corporate policy
E) Team training data
133) How can a microblog be used during meetings and presentations?
A) To update the audience on real-time data
B) As a backchannel
C) To offer coupons and rewards for attendance
D) To identify key topics within the meeting or presentation
E) To present tips on listening