Question 1

In Chapter 25, Paul Heron says that effective webpages engage visitors within

Accepted Answer

A) 5 seconds. 
B) 10 seconds or less 
C) 30 seconds. 
D) 1 minute 
A) 5 seconds. 
B) 10 seconds or less 
C) 30 seconds. 
D) 1 minute B

Question 2

Successful LinkedIn members

Accepted Answer

A) pay LinkedIn for a prominent place on the site. 
B) maintain a minimum of four versions of their LinkedIn presence. 
C) connect their LinkedIn account to Twitter. 
D) make numerous connections with other LinkedIn members and join business interest groups. 
A) pay LinkedIn for a prominent place on the site. 
B) maintain a minimum of four versions of their LinkedIn presence. 
C) connect their LinkedIn account to Twitter. 
D) make numerous connections with other LinkedIn members and join business interest groups. D

Question 3

Facebook

Accepted Answer

A) is valuable solely for maintaining one's network of friends and relatives. 
B) has some limited utility for business applications. 
C) can be leveraged for creating and maintaining contacts as part of marketing efforts. 
D) must be combined with traditional marketing campaigns in order to facilitate marketing efforts. 
A) is valuable solely for maintaining one's network of friends and relatives. 
B) has some limited utility for business applications. 
C) can be leveraged for creating and maintaining contacts as part of marketing efforts. 
D) must be combined with traditional marketing campaigns in order to facilitate marketing efforts. C

Question 4

Jakob Nielsen's research indicates that webpage readers tend to

Accepted Answer

A) scan a webpage in an F-shaped pattern 
B) focus on visuals that grab attention 
C) wade through long paragraphs if the material interests them 
D) just browse with no particular purpose in mind 
A) scan a webpage in an F-shaped pattern 
B) focus on visuals that grab attention 
C) wade through long paragraphs if the material interests them 
D) just browse with no particular purpose in mind

Question 5

Webpages should be written in clear, simple English because

Accepted Answer

A) current reading skill levels are very low 
B) material is harder to follow on screen than in print 
C) not every reader speaks English as a first language 
D) webpage words must compete with visuals on the screen 
A) current reading skill levels are very low 
B) material is harder to follow on screen than in print 
C) not every reader speaks English as a first language 
D) webpage words must compete with visuals on the screen

Question 6

A social networking audit

Accepted Answer

A) measures the costs of maintaining one's Facebook and other social media accounts. 
B) predicts the returns from maintaining social media contacts. 
C) examines the net worth of people in one's group of social media contacts. 
D) examines each person in a social media contact group, to learn that person's work, available resources, and potential for creating mutual benefits. 
A) measures the costs of maintaining one's Facebook and other social media accounts. 
B) predicts the returns from maintaining social media contacts. 
C) examines the net worth of people in one's group of social media contacts. 
D) examines each person in a social media contact group, to learn that person's work, available resources, and potential for creating mutual benefits.

Question 7

Companies can gain maximum benefit from corporate blogs by

Accepted Answer

A) incorporating video 
B) hiring a dedicated blogger who can help establish the company as a trusted information source 
C) employing a team of bloggers who have varied viewpoints 
D) posting new material every day 
A) incorporating video 
B) hiring a dedicated blogger who can help establish the company as a trusted information source 
C) employing a team of bloggers who have varied viewpoints 
D) posting new material every day

Question 8

Twitter particularly appeals to people who

Accepted Answer

A) have short attention spans 
B) don't like reading 
C) are technically adept 
D) have poor writing skills 
A) have short attention spans 
B) don't like reading 
C) are technically adept 
D) have poor writing skills

Question 9

Maintaining a Twitter account requires a lot of time and attention, so some companies

Accepted Answer

A) hire professional Twitterers to post about the company and its products 
B) make a point of "avalanche tweeting" dozens of tweets almost simultaneously 
C) tweet only about product releases and updates 
D) set up social networking committees whose members come from different departments 
A) hire professional Twitterers to post about the company and its products 
B) make a point of "avalanche tweeting" dozens of tweets almost simultaneously 
C) tweet only about product releases and updates 
D) set up social networking committees whose members come from different departments

Question 10

Varieties of weblogs include:

Accepted Answer

A) RSS feeds. 
B) Twitter messages. 
C) Vlogs. 
D) corporate e-newsletters. 
A) RSS feeds. 
B) Twitter messages. 
C) Vlogs. 
D) corporate e-newsletters.

Question 11

On-screen "pages" need to meet the following design requirement

Accepted Answer

A) sentences and paragraphs need to be shorter and more concise than hard copy. 
B) the main point usually appears at the bottom of each screen. 
C) when a topic requires in-depth coverage, the page should be designed to allow readers to scroll down and down for all of the content. 
D) links, navigation bars, and hot buttons should appear only on the home page. 
A) sentences and paragraphs need to be shorter and more concise than hard copy. 
B) the main point usually appears at the bottom of each screen. 
C) when a topic requires in-depth coverage, the page should be designed to allow readers to scroll down and down for all of the content. 
D) links, navigation bars, and hot buttons should appear only on the home page.

Question 12

When trying to determine the impact of their social media usage, a company should

Accepted Answer

A) focus on how its brand image is affected by social media 
B) measure only one social medium 
C) hire an outside firm to create all social media content for that company 
D) use the services of data analytic firms such as Domo, Hootsuite, or Google Analytics to track and analyze its social media usage 
A) focus on how its brand image is affected by social media 
B) measure only one social medium 
C) hire an outside firm to create all social media content for that company 
D) use the services of data analytic firms such as Domo, Hootsuite, or Google Analytics to track and analyze its social media usage

Question 13

Social media usage at the workplace

Accepted Answer

A) entails risk for employees and employers. 
B) entails no risk for employees or employers 
C) is encouraged by employers to boost morale 
D) permits a constant flow of trustworthy, useful information 
A) entails risk for employees and employers. 
B) entails no risk for employees or employers 
C) is encouraged by employers to boost morale 
D) permits a constant flow of trustworthy, useful information

Question 14

Wikis are defined in Chapter 25 as

Accepted Answer

A) early forms of Hawaiian social interaction 
B) blogs with ties to Wikipedia 
C) well-rehearsed talks 
D) websites where information is collected and updated 
A) early forms of Hawaiian social interaction 
B) blogs with ties to Wikipedia 
C) well-rehearsed talks 
D) websites where information is collected and updated

Question 15

Designers of webpages should consider potential secondary audiences because

Accepted Answer

A) information on the internet can be updated quickly 
B) search engines can make mistakes 
C) the internet is huge 
D) web-based information is easy to forward to others 
A) information on the internet can be updated quickly 
B) search engines can make mistakes 
C) the internet is huge 
D) web-based information is easy to forward to others

Question 16

Technorati says that about 92 percent of all blogs are created by

Accepted Answer

A) individual bloggers 
B) small businesses 
C) corporations and big business. 
D) government agencies 
A) individual bloggers 
B) small businesses 
C) corporations and big business. 
D) government agencies

Question 17

Search engine optimization (SEO)

Accepted Answer

A) uses key words to make a website show up in search engine queries. 
B) guarantees that readers searching your topic or product or service will come to your site before all others 
C) enhances the readability of your site's content 
D) is the result of an exact science that entices and measures visits to a website 
A) uses key words to make a website show up in search engine queries. 
B) guarantees that readers searching your topic or product or service will come to your site before all others 
C) enhances the readability of your site's content 
D) is the result of an exact science that entices and measures visits to a website

Question 18

Podcasting is used

Accepted Answer

A) by individuals to distribute personal "radio shows." 
B) by companies to discuss their products and services. 
C) by individuals and by companies. 
D) by radio stations that have lost their broadcasting licence. 
A) by individuals to distribute personal "radio shows." 
B) by companies to discuss their products and services. 
C) by individuals and by companies. 
D) by radio stations that have lost their broadcasting licence.

Question 19

Regarding webpage visitors, the bounce rate is

Accepted Answer

A) the degree of interest and excitement experienced by the visitor 
B) how much the visitor's attention is bounced around the screen 
C) the percentage of visitors who purchase products or respond in the way the page designed hoped would happen 
D) the number of visitors who leave a site within a few seconds of landing there 
A) the degree of interest and excitement experienced by the visitor 
B) how much the visitor's attention is bounced around the screen 
C) the percentage of visitors who purchase products or respond in the way the page designed hoped would happen 
D) the number of visitors who leave a site within a few seconds of landing there

Question 20

Web writer Geraldine Eliot recommends

Accepted Answer

A) creating a persona or audience for a website's intended audience 
B) writing for the widest possible audience 
C) writing for those readers who are intensely interested in the site's subject matter 
D) filling each page with visuals 
A) creating a persona or audience for a website's intended audience 
B) writing for the widest possible audience 
C) writing for those readers who are intensely interested in the site's subject matter 
D) filling each page with visuals

Exam 25: Social Media

In Chapter 25, Paul Heron says that effective webpages engage visitors within

Successful LinkedIn members

Facebook

Jakob Nielsen's research indicates that webpage readers tend to

Webpages should be written in clear, simple English because

A social networking audit

Companies can gain maximum benefit from corporate blogs by

Twitter particularly appeals to people who

Maintaining a Twitter account requires a lot of time and attention, so some companies

Varieties of weblogs include:

On-screen "pages" need to meet the following design requirement

When trying to determine the impact of their social media usage, a company should

Social media usage at the workplace

Wikis are defined in Chapter 25 as

Designers of webpages should consider potential secondary audiences because

Technorati says that about 92 percent of all blogs are created by

Search engine optimization (SEO)

Podcasting is used

Regarding webpage visitors, the bounce rate is

Web writer Geraldine Eliot recommends

Introduction to Technical Communication

Meeting the Needs of Specific Audiences

Persuading Your Audience

Weighing the Ethical Issues

Teamwork and Global Considerations

An Overview of the Technical Writing Process

Thinking Critically About the Research Process

Evaluating and Interpreting Information

Summarizing Research Findings and Other Information

Organizing for Readers

Editing for a Professional Style and Tone

Designing Visual Information

Designing Pages and Documents

Email

Workplace Memos and Letters

Résumés and Other Job-Search Materials

Technical Definitions

Technical Descriptions, Specifications, and Marketing Materials

Instructions and Procedures

Informal Reports

Formal Analytical Reports

Proposals

Oral Presentations and Video Conferencing

Blogs, Wikis, and Web Pages

Filters