Deck 4: Blogging

Question 1

The continuous exchange of ideas and opinions facilitated by the social media revolution has turned the Web into a massive, global conversation.

Answer 1

True

Question 2

Like traditional journals, blogs are typically private.

Answer 2

False

Question 3

The most current entries appear at the bottom of a blog page.

Answer 3

False

Question 4

Blogs tend to be focused on a particular topic and maintain a theme that ties all of the entries together.

Question 5

On particularly popular blogs, readers often comment on specific blog entries as well as other readers' comments.

Question 6

The vast majority of blogs include images, video clips, audio files, downloadable reports, and presentations.

Question 7

The blogosphere has reached a plateau in growth.

Question 8

There are almost 1.5 new blogs every second.

Question 9

Blog search engines are generally blogs themselves.

Question 10

Twitter is a microblog site where users can write quick updates about what they are up to, and other users can sign up to keep track of their actions.

Question 11

Sploggers often post real content of their own.

Question 12

People today are hungry for information and anxious for an opportunity to express themselves.

Question 13

Bloggers are proving to be a demographic all their own, as their behavior can vary substantially from other Internet users.

Question 14

Bloggers are less apt to post during times when significant national and world events are taking place.

Question 15

Updating a blog requires a highly coordinated effort.

Question 16

Marketers can reap enormous benefits by paying close attention to other industry blogs and by actively posting to an assortment of blogs in their corner of the blogosphere.

Question 17

People who read blogs often do not distinguish the difference between leaving comments and opinions on a blog from your brand's viewpoint and using someone else's blog to leave a blatant sales pitch or advertisement.

Question 18

Marketers who make their voice heard via comments on other blogs can expect to drive traffic away from their own sites and blogs if they are not careful.

Question 19

Too many spam-generated comments will drive real readers away from the blog and reflect poorly on the brand, which can be seen as sloppy and disorganized.

Question 20

Companies that incorporate blogging into their marketing strategy need to make it a commitment, and consider six requirements in order to make their blogs successful.

Question 21

Blogging, with its conversational style and open forum for responses, can increase the control a marketer has over the message.

Question 22

The validity of a blog post will often rest on the shoulders of its author.

Question 23

Blogs are meant to serve as straightforward sales pitches that cannot be used for advertisements or the content on a company's primary Web site.

Question 24

Blogging can work in a company's favor as long as this subtle connection is allowed to unfold, and the direct sales route is avoided.

Question 25

Because blogs are meant to be a public forum where readers can comment on each post, it is important that bloggers allow negative as well as positive posts.

Question 26

In rapidly growing numbers, Web users the world over are turning to ____ to publish their own content and explore the ideas and beliefs of others.

A) Wikis
B) blogs
C) e-commerce sites
D) private Web sites

Question 27

Blogging is the online equivalent of writing down news, thoughts, and daily events in a physical ____.

A) presentation
B) report
C) newspaper
D) journal

Question 28

Blogs present entries ____.

A) in chronological order
B) in topical order
C) in order of the number of hits
D) in the order arranged by the author

Question 29

Blogs encourage ____ by inviting people in open, public forums to read postings and contribute their own ideas to the subject at hand.

A) uniformity
B) the creation of new technology
C) social networking
D) online fads

Question 30

A ____ is a list of links to other blog sites that the editor thinks warrant attention.

A) blogroll
B) bloglist
C) blogosphere
D) splog

Question 31

____ are keywords that describe the subject matter so that the blog can be found more easily in a Web search.

A) Icons
B) SmartTags
C) Blogmarks
D) Tags

Question 32

The ____ is the immense network of blogs on the Web.

A) interblog
B) blognet
C) blogosphere
D) blogworld

Question 33

____ are kept by individuals looking to record the happenings of their everyday life, thoughts on current events, etc.

A) Journal blogs
B) Personal blogs
C) JBlogs
D) FamBlogs

Question 34

____ are like the op-ed columns of major newspapers or media outlets.

A) Media blogs
B) Splogs
C) JBlogs
D) Personal blogs

Question 35

____ are video-based blogs in which the blog entry is provided in a video format as opposed to a text-based entry.

A) Mlogs
B) AVlogs
C) Medialogs
D) Vlogs

Question 36

____ are blogs made up of very short entries, often just a line or two to let friends, family, or coworkers get a quick glimpse of what the blogger is doing or thinking about.

A) Microblogs
B) Miniblogs
C) Smallblogs
D) Quickblogs

Question 37

____ post blog entries talking up brands and companies that sponsor them.

A) Blog professionals
B) Commercial bloggers
C) Paid bloggers
D) Personal bloggers

Question 38

Grab headlines from legitimate news sources and publishing those headlines on your site as actual blog posts is called ____.

A) snapping
B) snatching
C) sweeping
D) scrapping

Question 39

Sploggers drive traffic to their splog by ____ (publishing and distributing) it onto popular blog search engines.

A) directing
B) syndicating
C) aggregating
D) redirecting

Question 40

The sploggers usually fill the non-content area with ____ ads.

A) pay-per-tag
B) pay-per-rank
C) pay-per-publish
D) pay-per-click

Question 41

"____" are random comments left on legitimate blogs.

A) Spam in blogs
B) Junk blogs
C) Spam comments
D) Unsolicited blogs

Question 42

Of all bloggers, ____% have never been published elsewhere, indicating that these people have had the willingness and desire to express themselves but lacked an appropriate outlet.

A) 28
B) 54
C) 58
D) 73

Question 43

With ____ blogs, each entry is written from the perspective of a fictional character.

A) fiction
B) media
C) character
D) agent

Question 44

____ is central to any company that needs to maintain long-term relationships with their customers.

A) Customer service
B) Marketing
C) Accounting transparency
D) Fiscal responsibility

Question 45

The ____ is an ideal setting for gathering information on the market a company is trying to reach.

A) blognet
B) interblog
C) blogworld
D) blogosphere

Question 46

____ are established to trick people into believing that the opinions and stories they are reading are true, when in fact the postings are purely marketing-driven content written for the sole purpose of promoting a brand and its products.

A) Mlogs
B) Commercial blogs
C) Flogs
D) Splogs

Question 47

The practice of creating a marketing campaign that leads the audience to believe it is something other than a marketing promotion is called ____.

A) controlled transparency
B) false transparency
C) false advertising
D) false marketing

Question 48

Blogs offer companies the opportunity to communicate in a friendlier, more ____ tone.

A) controversial
B) formal
C) conversational
D) informal

Question 49

For the most part, blogs are based on a central theme as determined by the blog ____.

A) editor
B) manager
C) administrator
D) reader

Question 50

Once readers (or worse, the media) catch on to the fact that a blog is being ____, there can be a severe backlash, causing audiences to question any future statements or claims by that company.

A) freelance-written
B) shadow-written
C) company-written
D) ghost-written