118 – Flashcard
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Self-hosted blogs are not taken as seriously as hosted blogs because they take less time to create and maintain
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F
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The ease of use of creating a website now means that there is a lot of content out there, so much so that it's difficult for even the high quality content to stand out.
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T
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According to the text, becoming a successful blogger is so difficult that over 50% of blogs are abandoned within the first 90 days.
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T
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The long tail is important because it explains why a few popular blogs see large, generic audiences.
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F
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Blogging is a unique platform because it allows for the sharing of expanded content and more fully developed ideas than other social media channels.
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T
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Blogging is a unique platform because it allows for the sharing of expanded content and more fully developed ideas than other social media channels.
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T
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It is more effective to cover multiple topics in a single blog post, as it keeps readers coming back for more.
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F
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When dealing with a controversial post, it is safest to just delete it
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F
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Linking to new posts on other social platforms is a good idea because it provides additional opportunities for your audience to find the content
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T
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What is a blog
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Any social media website that allows a user to post updates
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The easiest part of blogging is
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setting up a blog
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How has the internet changed?
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Users can now create content in addition to consuming it
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Syndication is important for blogs because
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it allows bloggers to promote content in other channels to new audiences
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What makes the Marriott blog stand out from other corporate blogs?
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It is not about disseminating press releases.
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Which of the following is not a marketing benefit of blogging?
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Allows a company to control the marketing message.
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A content strategy is important for a blog because
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It helps a blogger create relevant content the audience will engage with
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Specialized, niche content is
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the best way to build a blog audience
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Robert Scoble
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Was able to build a blog-based focus group for Microsoft and help the company respond to user feedback.
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A catchy title on a blog post should not
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Be overly long or vague
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If blog updates occur less than once a week,
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It runs the risk of being seen as not engaged.
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Which of the following is a true statement?
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There has been tremendous growth in social media monitoring software, especially for blogs.
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Podcasts are usually streaming content played off of a computer
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F
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A modern podcast is differentiated by the fact that it can be automatically updated and delivered via RSS.
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T
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When developing a podcast, it is important to determine the length of the podcast before you identify the content.
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F
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Podcasting is a much easier social media tactic than blogging.
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F
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Webinars require more up-front promotion than podcasts.
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T
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Webinars are a great tool for gauging audience reaction.
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F
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It is important to always include a promotional message or call to action in a webinar.
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F
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Podcasts have longer shelf lives than webinars, as they can be accessed long after they have been recorded.
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T
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A podcast is
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An episodic digital audio or video file that can be downloaded conveniently.
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The important breakthrough that made podcasting possible was
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The development of RSS technology.
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What should be considered when determining how long a podcast should be?
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The proposed format and amount of content available.
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Adam Curry faced all of the following challenges with podcasting, except:
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Convincing people that podcasting was worthwhile.
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Why should you stick to a specific topic or focus when determining the content for a podcast?
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Targeting a specific audience means it will likely have more appeal to that segment
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According to the text, why is it important to choose an articulate host or moderator for a podcast?
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Recorded audio can amplify speaking quirks.
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How are podcasts delivered to an audience?
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Via podcast hosting directories
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One of the challenges with using podcasts in a marketing plan is
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The commitment required to creating the podcast content.
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What is one disadvantage to hosting advertising on your podcast?
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The risk of driving off listeners and negatively affecting your subscriber base.
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The primary difference between a podcast and a webinar is
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A webinar is designed to be interactive.
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What is one way to create interaction during a webinar?
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Including polls whose results are displayed during the webinar
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Which of the following is a true statement?
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Webinars are a better format for training sessions.
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The term "No Follow" means that an article has been penalized by search engines and is omitted from search engine results.
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F
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An article title needs to create some incentive to read the article.
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T
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White papers typically have at least 10 pages of text, are double spaced, and include sources.
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F
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An overt goal is one that is not directly mentioned in a white paper or e-book.
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F
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A professional white paper typically requires research, writing, editing, and review.
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T
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Using marketing jargon in a white paper helps it appear more educational and credible.
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F
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E-books are considered more prestigious than white papers.
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F
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The primary goal for creating white papers, e-books or articles is to build a company's thought leadership and expertise in an area, ultimately generating sales leads.
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T
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What is an article directory?
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A website where users submit articles for syndication.
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The primary difference between articles found in directories and those in newspapers and magazines is that
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Directory articles are better optimized for search engines.
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An article differs from a blog in what way?
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An article is longer and goes into more detail.
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What is the first step when publishing and distributing an article as part of a marketing strategy?
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Identify the content that will interest the target audience.
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A white paper is defined as
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A technical document that describes how a product solves a particular problem.
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White papers are generally intended to
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Help consumers before they make a purchase
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Why are interviews important when writing a white paper?
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They may provide new information that is not widely known.
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Why should a white paper include visual aids, short paragraphs and informative titles?
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To ensure it is easy for readers to scan.
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What content is important to include in a white paper?
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Industry specific acronyms and marketing phrases.
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How does an e-book differ from a white paper?
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An e-book is written in a lighter tone.
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The text identifies what mistake that companies make with white paper and e-book marketing?
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Treating them as a pure marketing platform.
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Which of the following is a true statement?
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E-books and white papers have a high perceived value.
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YouTube only became a leader in online video sharing after it was purchased by Google in 2006.
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F
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Social media is an important tool for video sharing sites because most of them rely on advertising revenue.
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T
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Online video can act like an infomercial by showcasing a product's features and benefits.
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T
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It is easy to creative a video that accomplishes marketing objectives and goes viral.
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F
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One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates.
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T
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Tertiary sharing is the easiest step in sharing videos online
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F
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One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.
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T
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Why has video sharing increased in popularity?
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The cost of video equipment has declined.
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What is a reason for YouTube's popularity?
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It integrates easily with other social media platforms
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One reason that video creates a stronger connection with consumers is
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Because viewers are more vested in content when there is a human face attached.
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Why were Blendtec's videos so successful?
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They showed the benefits of the product in a creative and entertaining manner.
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Using real people in actual locations when creating a video is an example of
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Authenticity
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Brevity is important when creating videos because
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People have short attention spans.
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Which of the following is a true statement?
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Secondary sharing is the most important stage to establishing a video's audience.
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The most popular channel used to share information online is
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Email
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Why is user generated content is taken more seriously by consumers?
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It is seen as unaffiliated.
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What was the main challenge identified in the Old Spice Guy case study?
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Positioning the body way as masculine while marketing to women.
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Why is the continuity of a theme important with videos?
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It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
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Photo sharing sites are a form of social networks.
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T
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Flickr was the first photo sharing site.
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F
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Image sharing can help drive web traffic to a website.
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T
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Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.
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F
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Typically the most popular images are those that are carefully planned and staged.
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F
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Flickr has become the preferred platform of smartphone users.
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F
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What is behind the growth in photo sharing?
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The growth of smartphones.
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What is a photo sharing site?
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A website that allows users to upload photos for public or private viewing.
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Which of the following does not describe a photo sharing site?
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It allows users to tag photos with relevant keywords.
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The first photo sharing site was
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Webshots
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Which photo sharing website was first used by the White House official photographer?
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Flickr
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Why is it important for a company to stay connected on a photo sharing site?
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Interacting with other users helps draw people back to your content.
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What is a worry that companies may have about sharing photos?
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Trade secrets may be uncovered through the images they share.
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Which statement is false?
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A photo sharing strategy will require a large time commitment.
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One of the challenges faced by the Library of Congress was
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Making historical materials easier to find for educational purposes.
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Stock photography is
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Professional photography produced by agencies or photo libraries.
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Which statement is true?
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Tagging images with relevant keywords helps users find images easier.
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Flickr appeals mostly to
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Photographers and those who appreciate high quality artistic photos.
