Social Media Marketing

Chapter 07—Content Creation and Sharing: Blogging, Streaming Video, Podcasts and Webinars

True / False

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1. When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when.​

 

a.

True

 

b.

False

ANSWER:

True

2. Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be. ​

 

a.

True

 

b.

False

ANSWER:

True

3. When developing a podcast, it is important to determine the length of the podcast before you identify the content.​

 

a.

True

 

b.

False

ANSWER:

False

4. Creating a blog is almost always the hardest part of the process.​

 

a.

True

 

b.

False

ANSWER:

False

5. Webinars resemble an online television show. ​

 

a.

True

 

b.

False

ANSWER:

False

6. Webinars are a great tool for gauging audience reaction.​

 

a.

True

 

b.

False

ANSWER:

False

7. A primary benefit from blogging is to learn about the “tone” of the online community with regard to certain topics.​

 

a.

True

 

b.

False

ANSWER:

True

8. Word-of-mouth marketing may be only half as effective as traditional marketing. ​

 

a.

True

 

b.

False

ANSWER:

False

Multiple Choice

9. What distinguishes a blog from other types of social media is that:​

 

a.

​it is findable.

 

b.

​it is viral.

 

c.

​it is linkable.

 

d.

​all of these are correct.

 

e.

​none of these is correct.

ANSWER:

d

10. The important breakthrough that made podcasting possible was​:

 

a.

​the invention of the MP3 player.

 

b.

​the development of RSS technology.

 

c.

​the Apple iTunes store.

 

d.

​the adoption of high speed broadband Internet.

 

e.

​the invention of the iPhone.

ANSWER:

b

11. What should be considered when determining how long a podcast should be?​

 

a.

The amount of time available to prepare and record each podcast.​

 

b.

​The number of questions anticipated on each recording.

 

c.

​Whether it will be audio or video.

 

d.

​The proposed format and amount of content available.

 

e.

​The amount of bandwidth available for podcast streaming.

ANSWER:

d

12. Regarding video streaming, all of the following are true except:​

 

a.

​it is best-suited to live, interactive content.

 

b.

​it is best done when shared online.

 

c.

​it is best done using the video stream only, and other forms of social media are not used to interact also.

 

d.

​viewers can comment on the video they are seeing.

 

e.

​it may be incorporated into the marketer’s social media plan.

ANSWER:

c

13. In blogging, the suffix at the end of a URL address of the blog site indicates: ​

 

a.

​the name of the blogger.

 

b.

​the topic of the blog.

 

c.

​the number of readers.

 

d.

​the service hosting the blog.

 

e.

​the search engine key.

ANSWER:

d

14. According to the text, why is it important to choose an articulate host or moderator for a podcast?​

 

a.

​It requires less editing.

 

b.

​Recorded audio can amplify speaking quirks.

 

c.

​It makes your brand appear more professional.

 

d.

​People will be more likely to listen all the way through.

 

e.

​It helps ensure the podcast will be shared with others.

ANSWER:

b

15. The fact that everyone is a publisher means: ​

 

a.

​anyone can become a publisher on the Web.

 

b.

​strong coding knowledge is no longer necessary to create a website

 

c.

​hiring a programmer to create a website is no longer necessary.

 

d.

​there is content clutter.

 

e.

​all of these are correct.

ANSWER:

a

16. One of the challenges with using podcasts in a marketing plan is​:

 

a.

​identifying content that appeals to your personas.

 

b.

​the commitment required to creating the podcast content.

 

c.

​finding a way for the podcast to reach the target audience.

 

d.

​learning how to use the podcasting equipment.

 

e.

​understanding how to optimize podcast tags in search engines.

ANSWER:

b

17. When producing a podcast, it is best to: ​

 

a.

​choose a moderator with an interesting, quirky way of speaking.

 

b.

​create a complete script for the moderator.

 

c.

​include as much detail as possible so that you have plenty of material.

 

d.

​avoid editing too much.

 

e.

​avoid music, unless it is a popular song.

ANSWER:

d

18. The primary difference between a podcast and a webinar is​:

 

a.

podcasts require more preparation.​

 

b.

​a webinar is akin to an online radio show.

 

c.

​webinars are easier to optimize for search engines.

 

d.

​a webinar is designed to be interactive.

 

e.

​podcasts generate higher return on investment.

ANSWER:

d

19. What is one way to create interaction during a webinar?​

 

a.

Including polls whose results are displayed during the webinar​

 

b.

​Posting the webinar outline

 

c.

​Using a lot of slides in the presentation

 

d.

​Accommodating a large group of people on the webinar

 

e.

​Having co-presenters share the webinar responsibilities

ANSWER:

a

20. Which of the following is a true statement?​

 

a.

​Podcasts allow listeners to interact directly with the speaker.

 

b.

​Podcasts are better lead generation tools than webinars.

 

c.

Webinars require less advance planning than podcasts.

 

d.

​Webinars are a better format for training sessions.

 

e.

​Finding out the number of pages views on a blog requires external monitoring tools.

ANSWER:

d

Subjective Short Answer

21. ​What are the three types of podcast formats?

ANSWER:

1.

Presentation – a presenter gives a live monologue or basic talk on a single subject.

2.

Q&A session.

3.

Co-hosted – An on-demand talk show.​

22. What are the five considerations when producing podcasts?​

ANSWER:

1.

Choosing an articulate moderator

2.

Creating talking points as opposed to scripts

3.

Brevity

4.

Avoiding overediting

5.

Including music​

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