Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 7: Social publishing
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.
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
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Reputation.
e. Identity.
4. Which of the following best describes an urban legend?
a. Objective and unbiased.
b. Paid consumer content.
c. Planted by organisations 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 behaviour.
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 organisations 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 behaviour.
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?
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
7. Which of the following best describes a call-to-action?
a. Objective and unbiased.
b. Paid consumer content.
c. Planted by organisations 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 behaviour.
8. Which of the following is content that a person feels intrinsically motivated to prepare and
share?
a. Counterfeit.
b. Sponsored.
c. Commercial.
d. Incentivise.
e. Organic.
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. Incentivised.
e. Organic.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
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.
11. Which of the following best describes a sponsored conversation?
a. Objective and unbiased.
b. Paid consumer content.
c. Planted by organisations 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 behaviour.
12. Which of the following best describes a counterfeit conversation?
a. Objective and unbiased.
b. Paid consumer content.
c. Planted by organisations 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 behaviour.
13. Which of the following completes the sentence, ‘______ are paid for their contributions
to a conversation’?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Counterfeitbloggers.
b. Organicbloggers.
c. Spokesbloggers.
d. Incentivizedbloggers.
e. Urbanbloggers.
14. Branded content enables organisations 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.
15. Which of the following characterises content in terms of originality and substance?
a. Golden triangle.
b. Value ladder.
c. Editorial calendar.
d. Protest site.
e. Social bookmarking site.
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Flagship.
17. Which of the following should be categorised as original content?
a. Syndicated sources.
b. Media-sharing sites.
c. Filler content.
d. Flagship content.
e. Blogs.
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. Second-hand content.
19. 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. Second-hand content.
20. Which type of content typically continues to attract viewers over time?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Filler content.
b. Original content.
c. Authority-building content.
d. Pillar content.
e. Second-hand content.
21. ______ posts deliver a surge of traffic, but do not maintain the same impact over time as
______ posts.
a. Second-hand, original
b. Original, second-hand
c. Decaying, compounding
d. Compounding, decaying
e. None of these
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 optimisation, social media optimisation
b. social media optimisation, search engine optimisation
c. search engine optimisation, platform optimisation
d. social media optimisation, platform optimisation
e. None of these
23. Which of the following would NOT be a component of an off-site social media
optimisation tactic?
a. Social news.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. RSS feed.
c. Microblog posts.
d. Social media press releases.
e. Social bookmarking.
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 optimisation.
d. Sockpuppeting.
e. Three-way linking.
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.
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’?
a. Counterfeit.
b. Three-way.
c. Organic.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Dynamic.
e. Sponsored.
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.
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.
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
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.
31. Which of the following are multi-phrase search queries?
a. Trackbacks.
b. Long tail keywords.
c. Plug-ins.
d. Linkwheels.
e. Hooks.
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.
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
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. links pages; targeted pages
c. brands; links pages
d. search engines; consumers
e. consumers; brands
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.
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
b. web crawler
c. black hat
d. golden triangle
e. grey hat
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. golden triangle.
e. grey hat.
37. Which of the following completes the sentence, ‘A ______ places keywords in hidden
text by making the font colour of keywords the same colour as the page background’?
a. white hat.
b. web crawler.
c. black hat.
d. golden triangle.
e. grey hat.
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
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.