1 Define the meaning of the term online profile. (1 mark)
This is an online Identity which provides information & data about someone or something that represents them online. Online profiles can include text, images and other media.
2 Give two examples of how personal and business profiles are different. (2 marks)
- A business profile will represent a whole business online and most likely include business related information like a USP, where as a personal profile will be unique to a person or a group and include more personal information e.g. Age, gender, Job Title or occupation, Hobbies etc..
- A business profile is most likely to be brand lead which means that all the content that is included in the profile is based on the brand rather than the people. However, with a personal profile the content that represents the individual online will be more based of opinions rather than brand.
3 a) Explain three principles of optimising online profiles for Search Engine Optimisation (SEO). (3 marks)
- When creating a online profile it is important to make sure you think of ways to optimise for Search Engine Optimisation. One way of doing this is to include keywords wherever possible to get better SEO.
- It is also important that a online profile is updated regularly as the dates will get recognised by the search engine.
- Profiles can include dynamically changing information which means that HTML tags, new keywords, and other tags that will help optimise the online profile so that the search results stay updated with the site.
3 b) Explain three ways how online profiles should be optimised for Search Engine Optimisation (SEO). (3 marks)
- when optimising for SEO you should make sure that you have image file name’s which are going to be recognised by search engines as this opens more doors into your profile.
- The Bio of the online profile should contain as many keywords and tags and meta tags as possible.
- A description can be added to content which includes key words and phrases. the keywords and phrases can then be used by search engines to link to the content.
4 Describe four characteristics of an online profile. (4 marks)
- In a online business it very likely that there will be branding and values as a way of promotion.
- Most online profiles will have a bio which will be a brief description of who the person or business are.
- A Logo may be displayed on a online profile although this is usually just for business profile if they have their own brand.
- There may also be a mission statement that tells readers what a company or persons aim is.
5 Identify one potential security issue and one potential privacy issue of an online profile. (2 marks)
- When it comes to having a online profile it is very important to have good security as if not it could become a big issue as it adds the risk of identity theft and people could also use the information provided to impersonate you online.
- Privacy can also be an issue. Especially, if the person managing the online profile is not the person the profile is on, as this could lead if not done right, to actions happening without authority and more information appearing online for everyone to see than intended.
6 Compare and contrast one feature of:
blogs – Unlike e-articles, one feature of blogs is that you have the option for people to react to content by commenting, which makes the experience more interactive. Blogs can also have several hundred words or more which is how they differ from micro-blogs.
micro-blogs- Micro-blogs also have the option for people to comment on them similar to blogs, however they are limited in the amount characters that can be used. Also as they are smaller they cant actually embed images and can only link to them. However they can contain news information too.
e-articles- Electronic articles are usually edited before they are published and different to blogs and micro-blogs they are not a online diary and do not have the option to comment on. However similar to micro-blogs they can contain news and also include analysis of the news in the article.
7 Explain four reasons why it is important to use Search Engine Optimisation (SEO) in either a blog, micro-blog or e-article. (4 marks)
- Search Engine Optimisation is very important when it comes to creating and managing a blog, micro-blog or e-article. This is because using SEO you gain a higher place in the search results related to the topic of your site. This means that more people are likely to click on and view your blog, micro-blog or e-article.
- Keywords can also be linked with your site, making it easier to discover as it allows people to find your site just by typing key words that are related.This means more people are more likely to come across your site while searching in a similar area.
- Search engines such as google chrome or internet explorer favour optimised content so if you use SEO then the browser is more likely to find your site when people search in a related area.
- One other benefit of using SEO is that aggregated web sites can link to optimised content, so if someone was on a aggregated site they would be able to click onto another site linked to that one.
8 Explain four ways how either a blog , micro-blog or e-article can be optimised for Search Engine Optimisation (SEO).
- You can optimise your site for SEO by including keywords and keyword phrases throughout your site wherever you can. This way when people search for things with the keywords you include in they can click on a link to the part of the site that the keywords a included in.
- You can also use images on your site to optimise for SEO. related searches may include these images when doing a image search the images could then link to your site.
- Using SEO terms to label and tag images is important because this is how users will find the image. For example if the user includes the tags and label names in their search it will make your site easier to come across.
- SEO terms can also be used to label and tag web content this will contribute largely to how many searches your site will show under and therefore how many people visit your site.
9 Explain two ways how each of the following can amplify and propagate news and information: (4 marks)
blogs and e-articles:
- Blogs can be easily shared by anyone on multiple different platforms through adding a link to the blog on a social media post or comment.
- While newspaper articles may be limited as to the amount they can write due to having to fit into a newspaper. Blogs and e-articles can pass on large amounts of informative content as space is not as limited.
- Micro blogs can reach out to a larger audience in a shorter space of time, as people are likely to read a micro blog as their usually restricted to a certain amount of characters and therefore fairly short and less time consuming to read.
- The content withing micro blogs are shorter and more to the point they want to get across.
10 Identify five reasons for using blogs, micro-blogs or e-articles for a business. (5 marks)
- Using blogs, micro-blogs and micro-articles are great ways for a business to connect with their audience. For example in blogs and micro blogs, people are able to comment and interact with you.
- One other reason for using blogs,micro-blogs or e-articles for a business is credibility. For example if a football training site gets a footballer posting and commenting to it saying that they use the routines and tips on the site then people are more likely to trust the site and therefore improve the business’s reputation.
- A business could use these types of sites to showcase their product ranges. For example if a new a product range is coming out then the business could get some feedback about what people think of the products.
- By using them you can create links to other relevant content that you want people to see. For example you could link to another site or another area of the site their on.
- Customer support can be given through articles. For example, a FAQ page could be set up, or a contact us page, or even a page where people can simply ask questions by commenting on a blog post.
11 Analyse three advantages and three disadvantages of content syndication for either blogs, micro-blogs or e-articles. (6 marks)
- One advantage of content syndication is that you can reach out to a larger audience as you are not only reaching out to people who are viewing your content but your content can also be seen on third-party sites.
- Content syndication is also very cost effective as its advertising through a third party which is a way of reaching out to a lot of people without having to do any distribution or production of content.
- Time is money and as the production and distributions is all done for you it makes the whole process very time effective.
- However, using content syndication can have its disadvantages. For example search engines can negatively rate replicated content, this means that your site may not be optimised as well for Search Engine Optimisation (SEO).
- Some social networking platforms can negatively rate content that is syndicated automatically this means that your social media marketing efforts will be effected dramatically.
- When using content syndication you are at risk of reaching the wrong audience. For example if you was on a website that wasn’t really that related to your own then a larger percentage of the people seeing the ad will not be interested.
12 Explain three ways how engagement and sharing can be encouraged by using either blogs, micro-blogs or e-articles. (3 marks)
- When writing a blog post or a e-article it is important to make sure you engage your audience by writing interesting articles that get the target audiences attention, and make them want to read more.
- It is important to make sure that the content asks for a response, to ensure that the audience can interact and engage. This creates a discussion and adds word of mouth to the content.
- Making content easy to share is very important as sharing will mean that the content is reaching a wider audience, and if sharing the content is difficult to do then people might not bother to share it.
13 Explain four characteristics of well written content for the web. (4 marks)
- One characteristic would be content which has good grammar. This is vital as good grammar looks professional and if there are any grammar mistakes then it will make viewers not trust it as it will make them think your company is amateur and not experienced.
- The content should be optimised for SEO so that the site reaches out to more people. Include key words and phrases that are going to be recognised by internet browses and that are relate d to the chosen topic areas.
- Other articles online should have links that refer to the content in your article as this means the audience of the other articles could add to your audience meaning that you reach out to more people.
- When content is written on the web it should have good tone and manner. For example you should make it personal and make it sound like the writer is talking to the audience.
14 Explain three ways how content written for the web could positively or negatively affect overall brand, perception and reputation. (3 marks)
- content that has poor grammar or spelling will have a negative affect on the overall brand, perception and reputation. This is because it can indicate that the business or person writing the content doesn’t care. It also looks very unprofessional.
- If content is inaccurate, then anger and arguments could develop which does not look good to other people viewing the site, and will most likely put people off the business, which will therefore affect the brands perception and reputation.
- Negative tone and manner could be prone to criticism. Criticism could affect the reputation because it is out there for anyone browsing the site to see.
- Having no grammar/spelling mistakes throughout a the content could show the audience that the business or person that wrote it care about getting a good perception from them.
- Making sure that all content is accurate could have a positive affect as it could avoid outbreak of issues such as anger and arguments.
15 Define the meaning of the terms:
media – This is content online that is written in HTML
rich-media. – This is online content that has been enhanced through comments, video or image Inclusion or also in addition having voting or sharing buttons online.
16 Explain the importance of using the following on the web:
- media – Using media on the web is very important as it can encourage people to share the content through linking to the content which is a easy, cost/time effective way of distributing.
- rich-media – Interaction between the audience and creator of the content can be made withing rich-media. This means that a business can connect with potential customers through comments. sharing can also be made easier through rich-media as sharing can be made easier via toolbar’s and buttons.
17 Explain three ways how the choice of media and rich-media can affect overall brand, perception and reputation. (3 marks)
- When the media is shared there is a possibility for it to go viral and this could be either positive or negative which means it could therefore have a positive or negative impact.
- The perception of the brand could be affected based on the quality of the media. For example, image quality within the content could have a negative impact if it is poor however would look professional if the image was high quality and would therefore have a positive affect.
- Media choice is also very important as choosing the wrong media could result in having a negative impact on the brand.
18 Explain three ways to optimise media and rich-media for Search Engine Optimisation (SEO). (3 marks)
- Image file names should contain keywords and be related to what the image so that people searching for the topic the image is related to will come across it.
- Tags and meta tags should be used where they can be so that search engines can link keywords in search results with media on a site.
- A description can be added to an image which can include key words which will help search engines results link to the image.
19 Explain two ways how media and rich-media can amplify and propagate information. (2 marks)
- using media and rich-media within content can be a very effective way of getting a viewers attention, as illustrative graphics can show content such as a graph showing “top 10 songs of 2017” ,which gets straight to the point. Viewers are more likely to want to click into the content if it gets straight to the key information, rather than having to go in and read a full article.
- Media within content can be very easily shared, meaning that when rich media is used to create a graph/chart, or other illustrative graphics, then it makes the content more appealing to share and as its so easy to share the process is quick. The more shares means more potential clicks to the content.
20 Define the meaning of the term ‘social bookmarking’. (1 mark)
This is the method used to tag web pages with a web-based tool so that you can access them later anywhere and can easily share them with anyone.
21 Define the meaning of the term ‘tagging’. (1 mark)
This is where a tag such as a keyword or phrase is attached and given to some information.
22 Explain three reasons why it is important for a business to use social bookmarking to share content on the web. (3 marks)
- Using social bookmarking to share content on the web is important because it encourages using tags to categorise content which as a result makes the content better optimised for SEO.
- Social bookmarking sites can find articles based on the user interests which means that using social bookmarking is essential as it reaches out to more people.
- reference to content can be done through tags in images and articles that will refer to a business.
23 Explain two reasons why it is important for a business to tag content on the web. (2 marks)
- Tags play a massive role in optimising content for search engine optimisation as they contain key words and phrases which search engines pick up on.
24 Define the term ‘Really Simple Syndication’ (RSS). (1 mark)
This is a method of delivering content automatically that needs updating frequently.
25 Explain two reasons why it is important to use Really Simple Syndication (RSS) for distribution of content on the web for a business. (2 marks)
- RSS is very important for business when it comes to distribution of content to the web as readers who subscribe will get automatically updated with any changes. This is cost/time effective as the business will not have to send any notifications out or pay for any distribution costs.
- One other reason is that people wont have to re-visit the website regularly for information. This is very important as it means that a business can always be engaging with customers and not relying on the customer to keep visiting their site by themselves.
26 Compare and contrast two social bookmarking tools. (4 marks)
One social bookmarking tool is a social bookmarking site called digg which you can easily bookmark your web pages on. similar to digg you can also bookmark your website on a site called delicious. There are some differences and similarities about them:
- They both have the option to create an account which means that useful data for marketing can be gathered.
- Both are open platforms meaning that they can be accessed easily by anyone online.
- Digg has the option to browse articles without making an account however delicious requires you to have an account beforehand. This means that digg might reach out to more people as some people might not want to spend the time to create an account.
- As delicious requires you to have an account it means that favoured websites can be organised by user defined tags therefore improving the relevance of search results within the site. However, on digg users who don’t have an account might receive less relevant results.
27 Identify five components of a content strategy for either blogs, micro-blogs or e-articles for a business. (5 marks)
- When creating and staying active on a blog it is important to thing of the overall aim. For example why has the author of the blog created it and what do they want to get out of it in the future e.g. getting a following or creating a certain image for themselves online.
- One other component is to make sure that a content schedule is put in place which includes the type of content that will be posted for example if its a blog you will need to include a plan of the topics you are going to talk about.
- A release schedule should also be created to make sure that the dates of when the content gets posted are all recorded and planned. This is a good way of making sure that content is posted regularly so that the site stays active.
- When thinking about posting content to a site you should have a contingency plan in place which includes a plan of how to respond if things don’t go as planned. For example, if a blog post gets negative feedback then what will you do to make sure get the best possible reputation.
- Depending on the amount of people working on the site you will need to create a plan of who is going to do what in the process and how they are going to do it. for example you might have someone who needs to keep customers updated with the site. They might then decide to do this via email and send a email out to all the users subscribed.
(Total 82 marks)