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SAGE Publishing, 2021
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.
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.
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.
e. Offers a claim about something of interest.
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.
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c. Is designed to show that the content will entertain.
d. Promises something for free.
e. Offers a claim about something of interest.
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.
c. Humour.
d. Giveaway.
e. Research.
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. Humour.
d. Giveaway.
e. Research.
46. 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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Meta tags.
47. Which of the following should a social media press NOT have in addition to typical press
release content?
a. Optimised title.
b. RSS feed options.
c. Good keywords and tags.
d. Content that cannot be shared.
e. Links to the main site landing page.
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’.
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 democratisation.
b. Three-way linking.
c. Urban legends.
d. Search engine optimisation.
e. Sockpuppeting.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
50. Which of the following completes the sentence, ‘______ media organisations 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.
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.
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
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SAGE Publishing, 2021
53. Which of the following is NOT true of content marketing?
a. The philosophy of content marketing emphasises 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.
e. None of these.
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 and B.
e. All of these.
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 organisation posting the content.’?
a. owned; earned
b. paid; earned
c. earned; owned
d. earned; paid
e. owned; paid
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
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. An advertisement is a type of commercial message and the source has paid a fee to place
the message in a medium.
e. All of these.
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.
b. Entertainment journalism.
c. Investigative journalism.
d. Interpretive journalism.
e. None of these.
58. Which of the following best completes the sentence, ‘People tend to view ______ content
as authentic and trustworthy.’?
a. incentivised
b. sponsored
c. organic
d. original
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
59. Which of the following refers to invited, but non-compensated citizen advertising?
a. User generated content.
b. Consumer-solicited content.
c. Incentivised content.
d. Actionable content.
e. None of these.
60. Which of the following refers to marketing messages that actual consumers create?
a. User generated content.
b. Consumer-solicited content.
c. Incentivised content.
d. Citizen advertising.
e. None of these.
61. Which of the following refers to a direct request in a marketing message for a specific
behaviour?
a. Call-to-action.
b. Incentive.
c. Sponsored action.
d. Consumer-solicited content.
e. None of these.
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.
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b. To ensure that sponsorships are transparent.
c. To ban advertising via blogs and microblogs.
d. A and B.
e. None of these.
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.
64. Content can also be categorised 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.
e. None of these.
65. Content can also be categorised 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.
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SAGE Publishing, 2021
d. Terminable.
e. None of these.
66. Content can also be categorised 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?
a. Tactical.
b. Abstract.
c. Evergreen.
d. Terminable.
e. None of these.
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
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.
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d. To increase exposure to the brand’s messages and to use the content to drive traffic to the
brand’s owned media.
e. All of these.
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 optimisation, social media optimisation
b. Social media optimisation, search engine optimisation
c. Firm-generated content, social media optimisation
d. Search engine optimisation, user generated content
e. None of these
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 large number of visitors makes it more likely the sponsor will benefit from a higher rate
of conversion and the more “eyeballs” the site attracts, the more advertising revenue the site
can generate.
e. All of these.
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.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. Web crawlers.
c. SEOs.
d. SEMs.
e. None of these.
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.
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.
c. Organic results.
d. Dynamic URLs.
e. Sponsored results.
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.
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SAGE Publishing, 2021
d. Link farms.
e. Link pools.