Chapter 08

7. Which of the following is a true statement? a. The majority of online videos that fail to spread within the first 24 hours never become popular. b. Secondary sharing describes when content is shared by people who do not have connections with the content creator. c. YouTube's opinion leaders are those more likely to have posted an online video. d. Secondary sharing is the most important stage to establishing a video's audience. e. Primary sharing explains when fans and friends begin spreading a video. ANS: D REF: 152 TOP: Sharing Online Videos | Secondary Sharing 8. The most popular channel used to share information online is a. YouTube b. Facebook c. Twitter d. Instant message e. Email ANS: E REF: 152 TOP: Sharing Online Videos | Tertiary Sharing 9. Why is user generated content is taken more seriously by consumers? a. It does not include a strong sales message. b. It is seen as unaffiliated. c. User generated content is usually more entertaining. d. It is better edited and more polished. e. It generates more video views. ANS: B REF: 153 TOP: Encourage User Generated Content 10. Which statement is false ? a. Focusing on solid content is key to monetizing videos. b. Vimeo and YouTube offer ways to monetize videos. c. To successfully monetize videos it is important to promote the channel on other websites. d. Updating videos frequently is one way to generate more clicks and ad revenue. e. Understanding video analytics helps with better creating content for a target audience. ANS: B REF: 153 TOP: How to Monetize Online Video Sharing 11. What was the main challenge identified in the Old Spice Guy case study? a. Convincing men to buy Old Spice. b. Illustrating that the Old Spice brand was not old and out of date. c. Promoting the videos on other social channels while still reaching YouTube influencers. d. Positioning the body way as masculine while marketing to women. e. Creating the video content quickly enough for the social media responses to appear timely. ANS: D REF: 149 TOP: Case Study: Old Spice Guy 12. Why is the continuity of a theme important with videos? a. A general theme makes it easier to create regular content. b. Specificity is important with video content sharing.