Sport and Social Media Exam
Which hashtag is using "Pascal Case"? a) #Gogiants b) #GoGiants c) #GOGIANTS d) #gogiants
#GoGiants
Which is not one of the core hashtags the University of Texas athletic department has decided to use in every post a. #ThisIsTexas b. #OrangeNation c. # HookEm d. All of the above
#OrangeNation
13) When talking in terms of fan avidity, "identification" is the stage where: a. Fans can easily identify each star player b. The fan has given the team his contact information to identify his potential c. The fan is using a location-based team app d. A fan is happy, proud, and comfortable to be seen as a team's fan and will often take steps to make that identification known to others.
A fan is happy, proud, and comfortable to be seen as a team's fan and will often take steps to make that identification known to others.
Durant announced his intention to leave the Oklahoma City Thunder to join the Golden State Warriors using what platform? a) Twitter b) Instagram c) Facebook d) A letter on the Players Tribune
A letter on the Players Tribune
8) Which is of these consumer behaviors is indicative of high fan avidity? a. Fans like to go to a game to be with the crowd or their team's supporters or watch it on TV with a group of friends or in a sports bar with fellow fans b. Avid fans of a team will pay extra on cable subscriptions including pay tiers to follow their team c. Avid fans will own and wear a number of items of their chosen team's merchandise to show support for their team d. All of the above
All of the above
For sports teams and marketing partnerships, posts for social media, involving prominent athletes or celebrities drives engagement because: a) People will talk and engage and retweet posts, hopefully on social media, about celebrities attending a game or being seen using a product b) When done the right way, team posts can reach a larger audience from the additional social media followers that are followers of that athlete or celebrity c) Both fans of the team and interested fans of the athlete or celebrity can potentially engage and interact with that individual d) All of the above
All of the above
In social media, particularly on Twitter and Instagram, the use of hashtags and hashtaged words is considered necessary because: a. Popular hashtagged words can become Trending Topics. b. People use hash-tagged words, (e.g. #sponsorship, #MarchMadness) to communicate directly with others interested in the same topic. c. Hootsuite/TweetDeck allow specific columns to track and follow hashtags d. The Twitter search button can be used to search for hashtags e. All of the above
All of the above
Kevin was a highly sought-after high-school recruit, with more than twenty D-1 scholarship offers from all over the country. What is the reason Durant give for choosing Texas over his childhood dream school, North Carolina? a) The promise he would be treated like family b) His respect and trust for Texas recruiter Russell Springmann. c) Texas Head Coach Rick Barnes' assurances that even at 6' 9" Durant would be allowed to play outside on the perimeter and not forced to play under the basket d) All of the above
All of the above
Last year, after a lopsided loss to the New England Patriots and a winless 0-5 start, the Washington Redskins fired head coach Jay Gruden. Negative social media posts from fans helped accelerate the lack of fan support for Gruden and the need for an immediate coaching change by "stirring the pot of discontent". What other factors contributed to Gruden's firing? a) Poor team performance and even worse results on the field b) Apparent lack of direction for the immediate future of the team c) Failure to capture the hearts and minds of Washington's loyal fan base d) All of the above
All of the above
Proper timing can substantially enhance engagement. Which of these are good examples of proper social media posting? a) Posting immediately after a goal or a score or after a spectacular play. b) Sharing pre-game and post-game behind the scenes content c) Posting in support of a gay pride parade during gay pride month d) All of the above
All of the above
The New York Jets recently completed a uniform update, which included modifications to the logo, and all team graphic standards. How did the Jets communicate the update internally, and to its avid fans and sponsors? a) Created an inclusive "style guide" that was available online and a printed book to show how to use the new updated team graphics package and logo b) Held a press conference with select players dressed in new updated uniforms c) Gave fans a 'sneak peek' when it revealed uniform changes on social media d) All of the above
All of the above
What successful sports franchise could be recent evidence to support the theory of color that red in their uniforms did improve performance on the field? a) Washington Nationals b) Liverpool FC c) Kansas City Chiefs d) All of the above
All of the above
When we talk about best social media practices when posting to maintain or encourage enduring fan support and strong fan avidity, which is an example of utilizing 'relative' performance? a. Although we're having an off season, tonight we beat our arch rival b. Although we're having an off season, but we just had 3 players named to the league all-star team c. Although we're having an off season, our freshmen class is showing promise d. All of the above
All of the above
When writing a social media post, which of the following fundamentals of good journalism apply? a. Who b. What c. Where d. When e. Why f. All the above
All of the above
Which engagement technique is classified as "prompting interaction"? a) Use of polls and asking questions b) Running contests and quizzes c) Asking followers for captions to photographs a) All of the above
All of the above
Which is not one of the kinds of content recommended to attract readers? a. Lists b. Reviews c. Polls d. All of the above are considered best practices and are recommended
All of the above
Which of the following are examples of best practices to help achieve visual success when creating a strong social media post? a) Clean, simple graphic layout b) Relevant Message c) Compelling content d) Inclusion of video if possible e) Easy to read typography f) All of the above
All of the above
Which of the following data regarding the use of photographs on Twitter, Facebook, and Instagram is true: a. 94% more total views are attracted by compelling visuals than no visuals b. 76% of shared tweets include visuals c. Facebook posts that includes a picture gets between 120% to 180% more engagement than posts without a picture d. A and B e. B and C f. C and A g. All of the above
All of the above
Why is it important for those working as sports communicators to understand the background of a specific team or and relate that knowledge to appeal specifically to that team's loyal, avid fan base? a) Helps build team communication that reward that team's most loyal fan base b) Avid fans are more profitable and less price sensitive c) Avid fans are much more likely to stay with a team no matter what the outcome of a game or a season may be d) All of the above
All of the above
During class, we watched a short film that revealed how Shaquille O'Neal become one of the first athletes to effectively use the immediacy of Twitter: a. Posted tweets about personal appearances at Papa John's Pizza b. Congratulated Kobe Bryant on his 81-point performance against Toronto c. Commented that Charles Barkley should not be Hall of Fame because he failed to win an NBA Championship d. Announced his retirement from the NBA to all his followers before he informed the media
Announced his retirement from the NBA to all his followers before he informed the media
Which social media audit measurement refers to how often individual respondents "like" or "favorite" a brand's social media content? a) Amplification rate b) Engagement rate c) Conversation rate d) Applause rate
Applause rate
Which of the below is not one of the suggested guidelines for athletes or anyone associated with a sports franchise when posting social media content: a. Use your real name and not an internet 'handle' or slang 'nickname' b. Encourage and congratulate other athletes regardless of the sport c. Show personality and share candid photos and unique personal stories d. Blame others for a bad performance, disparage the opposition, lash out at fans and the media
Blame others for a bad performance, disparage the opposition, lash out at fans and the media
Should social media strategies that promote fan interaction also include traditional mass media such as television and radio? a) Yes, the more integrated and inclusive across multiple platforms, the more chance one will register a response from the consumer. b) Yes, social media on its own isn't necessarily a guarantee of success. c) No, social media is the future and traditional media is a dying media d) No, social media on its own will reach the desired target audience e) Both A & B
Both A & B
When Kevin Durant left Oklahoma City to join the Golden State Warriors, many in the media, including outspoken basketball analysists Charles Barkley and Steven A. Smith were critical of his move. Why? a) Barkley argued Durant "weakened one team to join a team that had already won a championship" b) Smith argued that Durant "ran away from a challenge" to jump to a better team c) Both A and B d) None of the above
Both A & B
Which examples are best practices in social media to promote fan avidity? a) Create higher levels of contact with fans, helping make the team more attractive b) Give fans shareable posts that help them bask in reflected glory c) Being overtly positive with a social media post after a loss or bad performance d) Both A & B only e) None of the above
Both A & B only
14) A sports fan who laments his or her team's failures using the pronoun "us" versus "they" is exhibiting what kind of behavior? a) CORFing b) Splurging c) Binging d) BIRGing
CORFing
When managing a sports franchise social media content, a good way to insure well developed graphics and quick efficient posting in sports social media is to: a. Wait for the last minute and simply slap something together b. Use freelance graphic artists for high traffic periods and weekends c. Develop a smart graphic template and anticipate probable uses, making it possible to simply "drop in" things like photos, key stats, and scores while maintaining graphic consistency. d. Ignore what's happening on the field and let fans dictate team narrative
Develop a smart graphic template and anticipate probable uses, making it possible to simply "drop in" things like photos, key stats, and scores while maintaining graphic consistency.
Before an individual can become an avid fan, they tend to want or need some kind of emotional bonding with their team of choice. In the pyramid of fan avidity, which kind of fan involvement is most valuable for a team to achieve? a. Situational b. Enduring c. Accidental d. Fundamental
Enduring
A sports franchise should always respect its most valuable fans, the season ticket holders, families, and the multigenerational fans. They are called what: a. Enduring Fans b. Fanatical Fans c. Intoxicated Fans d. Empowered Fans
Enduring fans
Which of the following is NOT one of the positive effects of Eustress: a. Eustress can be positive for both players and fans b. Eustress can give fans and players the feeling of fulfilment and arousal c. Eustress can cause a player to choke and destroy a player's legacy d. Eustress can increase focus, and increase skill level e. Eustress performance inspired by can become the thing that defines greatness for a team or an individual
Eustress can cause a player to choke and destroy a player's legacy
True or False: In 2016, the Chicago Cubs won their first World Series since 1908, breaking the 71-year old "Billy Goat curse" in Chicago. The 'curse' had taken on added meaning after a fan interfered with a foul ball in 2003 that Cubs fans believe cost them a trip to the World Series. Do you think baseball fans more likely to believe in superstitions and the supernatural than fans of other sports?
False
True or False? Baseball fans are much more likely than fans of other sports to believe that supernatural forces are at play in their games.
False
True or false? When talking about social media and fan avidity, "identification" is the stage in a relationship where fans can easily identify and relate to each star player on the team.
False
What was the emotional reason KD later revealed why he chose Texas? a. He valued the unconditional love and support he found at Texas b. He enjoyed the hot summer in Texas c. He thought hanging out on Sixth Street would be a blast d. He liked the color burnt orange
He valued the unconditional love and support he found at Texas
While KD's playing career at Texas lasted only one-year, what accomplishment of KD was Texas Head Basketball Coach Rick Barnes most proud of? a. KD took his teammates to Las Vegas after being selected second in the NBA draft b. Texas advanced to the Final Four c. KD recommended Barnes to be the new Head Coach in Seattle d. His last semester at Texas, Durant made the Dean's list
His last semester at Texas, Durant made the Dean's list
What do you think the most important factor when deciding the posting timing for sports social media? a) Immediate proximity to the event or the contest as it takes place, and all throughout the contest as important plays or events on the field transpire b) The time of day when most followers of a given platform are more likely to be active c) Later in the evening after reflection and after the outcome has been decided d) When it is convenient, or when your staff decides to get around to it
Immediate proximity to the event or the contest as it takes place, and all throughout the contest as important plays or events on the field transpire
Use of this platform is said to be an engagement strategy in itself because it is driven by visuals and video, and therefore, can achieve higher engagement scores than other social media platforms: a) Twitter b) SnapFace c) Instagram d) TikTok
_____________ is the social media platform tailored to visual storytelling and features extremely high engagement rates. a) Instagram b) Twitter c) Facebook d) Snapchat e) TikTok
Which NBA team owner expressed his team's philosophy to promote and encourage fan engagement with the following statement: "We don't sell the game of basketball; we sell unique, emotional experiences". a) Jeanie Buss, Los Angeles Lakers b) Steve Ballmer, Los Angeles Clippers c) Mark Cuban, Dallas Mavericks
Mark Cuban
In our class lectures, we reviewed the best practices and discussed the exceptional game day photographs from which NFL franchise? a. Tampa Bay Buccaneers b. Dallas Cowboys c. New England Patriots d. Miami Dolphins
Miami Dolphins
Which NFL team recently undertook a massive re-branding of the uniforms, abandoning the previous uniform look of the franchise's only Super Bowl Championship, in favor of a more aggressive graphic approach using a new darker green and white as a secondary color. a) New York Giants b) New York Jets c) Green Bay Packers d) Seattle Seahawks e) Boston Red Sox
New York Jets
"You can't tell anybody anything unless you get their attention first" is the consumer communication strategy of what sports marketing icon? a. CBS broadcaster Jim Nance b. Sports agent Scott Boras c. Nike co-founder Phil Knight d. Film director Spike Lee e. The Bernie Sanders for President Campaign
Phil Knight
The seven stages of the avid fan development ladder include: a. Suspect, Prospect, Customer, Client, Member, Advocate, Raving Fan. b. Discovery, Disenchantment, Disillusionment, Discouragement, Despair c. Apathy, Curiosity, Wonder, Anger, Dread, Confusion, Boredom d. None of the above
Suspect, Prospect, Customer, Client, Member, Advocate, Raving Fan
Perennial powerhouse college football programs like Alabama, Notre Dame, Clemson, LSU, Michigan, and Texas tend to value long term consistency, keeping the same uniform and color combinations from year to year. What school is known for taking the opposite approach, creating a new uniform for every game? A. The Texas A&M Aggies B. The Yale Bulldogs C. The Oregon Ducks D. The Rice Owls
The Oregon Ducks
Sports franchises work very hard to encourage USG (user-generated content) because studies have shown: a. The best fans are the avid fans who are emotionally invested and are more likely to participate b. Cheaper for the team marketing budget when fans do all the work c. Fans are typically better judges of relevant content than those who are employed social media experts for the team d. Chaos and the lack of strategic direction is good for a franchise
The best fans are the avid fans who are emotionally invested and are more likely to participate
According to the hierarchy of social media best practices, which type of social media posts would likely draw more fan engagement? a) Those posts that use photographs b) Those using colorful attention getting designs and illustrations c) Those using video d) Those with text only
Those using video
Kevin Durant wore the number 35 in high school, in college at Texas, and to this day in the NBA. What's the significance of the number 35 to KD? a. Durant's goal is to play in the NBA until he's 35 years old b. Durant scored 35 points in his first game in junior high c. Tribute to his AAU coach Charles Craig who was only 35 years old when he murdered outside a sports club in Maryland. d. Michael Jordan wore number 35 while playing at North Carolina
Tribute to his AAU coach
True or False: "OU Sucks" is an example of high fan avidity behavior known as 'In Group/Out of Group' bias.
True
True or False: "Superstition" is a phenomenon that is not exclusive to baseball. Every sport has a loyal fan base that believe in some unforeseeable fate, the supernatural, or some other unexplainable factor that contributes to the success or failure or their team.
True
True or False: A 'meme' is a virally-transmitted photograph that is embellished with text that pokes fun at a cultural symbol or social idea. The majority of modern memes are captioned photos or videos that are intended to be funny, often as a way to publicly ridicule human behavior.
True
True or False: A University of Texas athlete (regardless of the sport) who were to post "OU Sucks!" or uses the hashtag "#OUSux" on their personal social media account would most likely be in violation of team and Big XII conference social media guidelines.
True
True or False: A strong iconic photograph is a great way to enhance fan participation and engagement on Instagram, Facebook, and Twitter.
True
True or False: An enduring sports fan of a team (or player) tends to want or seek some kind of emotional bonding with their team of choice. That emotional bond is typically attached to that team winning a championship, or the fan's emotional investment in the quest for a championship.
True
True or False: As a result of Durant's generous 3 million-dollar donation to The University of Texas in 2017, the main entrance to the Denton A. Cooley Pavilion outside The Erwin Center is now called the Kevin Durant Texas Basketball Center, and the men's basketball facilities are now called the Kevin Durant Basketball Facility for Men.
True
True or False: At age 15, during a visit to Oak Hill Academy, a prominent high school that had helped develop a pipeline of NBA players, Durant held his own playing against working out against two future NBA first round draft choices, Josh Smith and Rajon Rondo.
True
True or False: Durant grew up in Prince George County, in the suburbs of Washington D.C., considered a hot bed of basketball talent. The area is often referred to in recruiting circles as "The DMV".
True
True or False: Durant's three million-dollar donation to the University is the largest donation ever by a former Texas basketball player to UT.
True
True or False: In class, we reviewed the "Hierarchy of Effectiveness" for posting content on any social media platform. That top to bottom hierarchy is 1) Video 2) Photographs 3) Designed Graphic Messages 4) Memes 5) GIFs 6) Emojis 7) #hashtags 8) proprietary content
True
True or False: In sports, social prestige can occur when a high amount of contact breeds familiarity which breeds attractiveness, and can include family, peers, and community. Social prestige can also be enabled by focusing on having a great time in a cool stadium even when not winning (Chicago Cubs).
True
True or False: Involvement is the first prerequisite for sports fans and must happen before you can have passion and identification. Involvement can be situational (promotions) or enduring (I played the sport, I follow that player).
True
True or False: Many of the most successful athletes of all of sports, including Tom Brady, Muhammed Ali, Joe Montana, LeBron James, Wayne Gretzky, and Michael Jordan, have been known to actively seek and need stressful situations or challenges to prove their self-worth to themselves, to their fans, and to their teammates.
True
True or False: Most successful internet memes use humor and appeal largely to the adolescent and post-adolescent demographic: this demographic is much more likely to discover memes, understand the humor behind them and will in turn forward to friends.
True
True or False: One of the primary appeals of social media for avid sports fans is that it provides fans with unprecedented, instantaneous access to: team, player, coach, and the media.
True
True or False: Pantone 159 is the official burnt orange color that is unique to The University of Texas at Austin.
True
True or False: Recently, the downside to social media use has been significant enough so that consulting firms now offer services to Universities and their players to help educate and try to reduce risk of harm to an athlete.
True
True or False: Scientific studies conducted in the United Kingdom and other countries suggest that teams wearing the color 'RED' actually enhances athletic performance.
True
True or False: Simply asking your followers or your audience to do something (comment, share, like) in itself will increase engagement.
True
True or False: Sports fans can become addicted to 'Eustress' or the moderate psychological stress which can interpreted as being beneficial for the person experiencing the stress because sports can provide sports fans with emotional fulfillment or the sense of accomplishment.
True
True or False: Sports fans who attend games regularly can sometimes display reckless behavior while in a group setting that is evidence of the social psychological phenomenon known as 'disinhibition'.
True
True or False: Texas scout Russell Springmann, who grew up in the same DC/Maryland/Virginia region as Durant, was one of the first college scouts to recognize and see the potential and talent of Durant. Durant would visit Texas because of a promise he made to Springmann.
True
True or False: The acronym GIF most often refers to a short, animated picture without sound. GIFs are typically used to portray an emotion or a reaction.
True
True or False: The characteristics and stages of disinhibition which can result in the loss of normal inhibitions include: group presence and size, social arousal, decreased self-awareness, physical anonymity, diffused responsibility, deindividualization, increased responsibility to situational cues.
True
True or False: The five accepted prerequisites that every sports franchise must work to encourage in order for that franchise to grow an avid fan base are: identification, passion, avidity, and consumption.
True
True or False: The highly identified fan will experience 'emotional enhancement' or feelings of excitement, enjoyment, and pleasure. Research indicates that some fans can experience feelings of immortality - shields against fears of death - feelings of salvation and victory that can last a life time.
True
True or False: The main objective of a meme is a spread that idea "virally" from one person to another via Twitter, Facebook, or Instagram. The most common meme is an image of a person or animal with a funny or witty caption.
True
True or False: The three most recognized sports logos in the world are the Dallas Cowboys, New York Yankees, and Texas Longhorns.
True
True or False: The use of color important in a successful social media post because color can affect the psychology, emotion, and desired response to a social media post.
True
True or False: User-generated content (UGC) is the act of consumers promoting a sports team or a brand rather than the team or brand itself. USG can be any type of content created by users or supporters of a brand and made accessible via social media. Types of USG can include videos, pictures, blog posts, testimonials, comments, and anything in between.
True
True or False: When posting for social media, multiple choice games, polls, contests and quizzes have proven to be effective with avid sports fans.
True
True or False: When posting on Twitter, starting a new post with a question and inviting interaction with "would" will help drive spikes and "likes".
True
True or False: When posting social media content, asking questions is still considered an excellent method of generating fan engagement.
True
True or False: With Twitter and Instagram, and other social media platforms, a smart engagement technique is classified as "prompting interaction" with the use of polls, running contests, asking for photo captions and responses.
True
True or False? A recent example of superstition in sports: A 10-year- old Manchester United FC fan wrote to Liverpool FC manager Jurgen Klopp asking the Liverpool team to stop winning games. In his letter, the young boy asked Klopp if it would be possible for Liverpool to lose some games so that they would not win the English Premier League. Klopp responded and told the boy "loosing" was not in his job description. After news of the letter went viral, Liverpool, which had not lost a match the entire season, lost three games in a row.
True
True or False? It is generally a good idea to use many hashtags on Instagram, but fewer are considered appropriate on Twitter.
True
True or False? Sports fans on the losing side of a contest have been known to exhibit signs of "CORFing" (Cutting Off Reflective Failure) wherein they attempt to distance themselves from a big defeat because it may have a negative impact on that individual's self-esteem, reputation, or self-image.
True
True or False? The 'engagement rate' can refer to both the success of a marketing campaign as well as the social media influencers evidence of their engaged audience.
True
True or False? The phenomenon we call "superstition" is a big factor in the sports world. Both athletes and sports fans at times can believe in some unforeseeable fate, 'jinx", supernatural force, or inexpiable factor that influences the success or failure of an individual performance or the outcome of a contest.
True
True or False? The term "BIRGing" (Basking in Reflective Glory) occurs when a fan attempts to enhance their self-esteem or image by aligning themselves with the success of a team for which they had little or no role.
True
True or False? When posting content for social media, the "voice" references the type of personality projected with the content, attributes should include words, pictures, and the overall attitude of the message.
True
True or False? When posting for social media, starting a new post with a question and inviting interaction with the question "would" will help drive spikes and "likes"?
True
True or False? When posting social media content, asking questions is an excellent method of generating fan engagement.
True
True or false? A theory exists within the context of fan avidity, that believes athletes play a role in society today who play a sport for a city, club, or school, that activity is similar to the role played by members of pre-historic primitive tribes at war with one another.
True
True or false? In best practices, simply asking your audience to participate or do something (comment, share, like) will increase engagement.
True
True or false? In the context of social media "Evergreen" content doesn't have an expiration date, and can't become obsolete, and typically will have the same value for users today as it will in a year.
True
True or false? The "Amplification rate" refers to how often respondents share a brand's social media content.
True
True or false? The "conversion rate" in the context of social media, relates to the traffic that was generated by a social media post that resulted in the desired action based on that post (that action can be a visit to a website, sign up for a contest, or the purchase of a ticket to an event).
True
True or false? Using a player's normal name rather than his Twitter handle in the copy of a post is considered preferred practice because it enhances clarity and readability.
True
20) ____________ is the social media platform characterized by operating in real time, featuring breaking news reports and reactions with high posting frequency. a) Instagram b) Twitter c) Facebook d) Snapchat
When evaluating desirable social media outcomes for both brand marketers and sports teams, what does the acronym "UGC" stand for? a) User generated content b) User graded category c) Universal gradual calculation d) Useful generated calculation
User generated content
"If you can meet with triumph and disaster and treat those two imposters just the same" is the inspirational quote from Rudyard Kipling that hangs above the players entrance to what legendary sports facility? a. Roland-Garros, site of the French Open in Paris b. Wrigley Field, home of the Chicago Cubs c. Wimbledon's Centre Court on the outskirts of London d. AT&T Stadium in Arlington, Texas
Wimbledon's Centre Court on the outskirts of London
