Social Media Final
Uses a sentiment dictionary with opinion words and matches them with the data to determine polarity Does not require prior training to classify data
lexicon / knowledge based
3 types of participation
lurking, engagement, publishing
a computer uses a training set to learn the different characteristics of the data, and a test set is used to check how well the computer performs
machine learning
two main types of sentiment analysis?
machine learning lexicon / knowledge based
Searching for info that supports your belief
motivated reasoning
people more likely to remember ad share negative info
negativity bias
individuals are a node in many different networks
networked individualism
Inbound links Keywords Headings Words used in outbound links Creation of additional content
organic results
Who you are, what you stand for, the values you embrace, and the way in which you express those values
personal brand
2 types of online rep management?
proactive and reactive
total number of people who have seen an ad or other content
reach
Involved classifying opinions in text into categories like positive, negative, or neutral
sentiment analysis
What percent of consumers will not buy from a company again if the company ignores their complaints online? · 50% · 68% · 74% · 88%
88%
Allows copyright owners to permit certain uses of their work Eliminates need to find and contact the copyright owner to ask permission
Creative Commons
Which of the following is not a tip for using Linkedin and other professional media A. Participate in groups B. Provide evidence or examples of accomplishments and skill sets C. Use a professional profile D. Only fill out some sections of the profile that you feel confident about
D
Sharing things but not actually doing anything
slacktivism
People stay in relationships based on their perceived costs and benefits Maintaining relationships requires catering to each other's self interests
social exchange theory
monitor and analyze various metrics; must keep up-to-date on analytics
social media analyst
engage the online community, help people connect with each other, enforce community guidelines and provide solutions for problems
social media community manager
organize the distribution of company messages and keep org.s message relevant
social media coordinator
in charge of strategy, implementation and marketing; speak as the brand
social media manager
develop strategies, monitor social media conversations, and provide feedback to the company
social media specialist
deliberately provoke others online by saying inflammatory and offensive things
social media trolls
Consumers lose money because they are not reading all the Terms and Conditions and are essentially "giving out information?" · True ·False
true
T/F: All of your social media accounts should be kept private while looking for a job.
False
Which of the following are vanity metrics? (select all that apply) A. likes B. ROI C. shares D. retweets
A, C, D
Which of the following are social media affordances? i. Visibility ii. Editability iii. Persistence iv. Network Association o i., ii., and iv. o i., and ii. o i., iii., and iv. o All of the above
All of the above
T/F: It isn't wise to do a Google search of yourself before applying to jobs because unless you are highly established in your field and important, it only hurts the ego and makes one sad to see the lack of results online.
False
T/F: Return on investment is calculated as investment divided by profit.
False
T/F: There is a such thing as a neutral algorithm.
False
True or false: Dopamine Loops, Cycles of Uncertainty, Phantom Buzzes, Infinite Scroll, Social Reciprocity, and GeoFencing are all attributes of designing for addiction. o True oFalse, GeoFencing is not an attribute, it is a marketing tool used to target consumers within certain regions or zip codes
False
True/False: Vanity metrics are still meaningful on their own.
False
True or False: Can't forbid employees from using social media at home. But you CAN ban college athletes from doing so
True
True or False: Over 2/3 of North American retailers use some sort of influencer marketing for their company and products.
True
True/False: Confirmation bias is when people seek or interpret information in line with their existing beliefs.
True
True/False: Inbound links, keywords and headings are all examples of "organic results".
True
Short text codes that you add to all links in your social posts
UTM parameters
John is a part of a horror movie enthusiast group on Facebook. He often checks the group, looking for recommendations and reading the reviews of new films in theaters. Occasionally, he'll react to a post by liking or laughing at it. John is participating in this community through: A. lurking B. engagement C. posting D. publishing
B
Which of the following is NOT how social media enhances the power of online communities A. Promote deep relationships B. You can get paid C. Allow rapid organization D. Permit better filtering of information
B
What is a UTM parameter? a. Short text codes that you add to all the links in your social posts b. The option to add a link to your social page c. The link to your Unique Technological Media d. The link that appears when you send social posts to others
a
What is an echo chamber a. Occur when "Content is selected by algorithms according to a viewer's previous behaviors" b. When you see the same retweet multiple times due to the people you follow c. When a page makes the same post multiple times on a schedule d.When a user posts the same thing two times in a row due to hitting the "post" button too many times, causing the website to glitch
a
You have 200 friends on Facebook. You upload a profile picture and get 75 likes from your friends. What type of participation are your other 125 friends engaging in? a. Lurking b. Publishing c. Engagement d.Ghosting
a
when someone does something wrong to you or bad you think it's their PERSONALITY rather than SITUATIONAL
correspondence bias
rare, unpredictable event that damages the reputation, image, or system of an org
crisis
All of the following are actors that can curate flows except a. Journalists b. Social Contacts c. Individual media users d.Internet Trolls
d
Which is NOT a benefit of lexicon-based sentiment analysis? a. Tracks trends over time b. Keep a finger on the competition c. Prioritize action d. Slang terms are easily incorporated into known vocabulary e. Tune in to a specific point in time
d
the general phenomenon of people being exposed to info that only supports their views
echo chambers
Which of the following is NOT how you would build your personal brand online A. Identify what your personal brand is B. Start building your personal brand online- build an online presence that reinforces your qualifications C. Try to gain a large following D. Connect with others and build credibility
C
Ownership rights given to those who produce creative work. Does include material posted online, even songs played in the background of YouTube videos
Copyright
True or false? A company publishes consistent content relevant to their business and local community and have a high level of audience engagement with their followers. This company is utilizing reactive reputation management.
false
occur when content is selected by ALGORITHMS according to a viewer's previous behaviors
filter bubbles
4 cons of social media for news?
filter bubbles / echo chambers motivated reasoning fake news slacktivism
people tend to focus on small or single pieces of info and put too much weight on this info in predicting future outcomes
focusing effect
the number of times a person has seen the online content
frequency
What two sites can add UTM parameters?
google analytics and hootsuite
tendency to link to similar others
homophily
connectors who bring diverse people together
hubs
the number of times your ad or content has been displayed on a screen
impressions
Fritz's Flowers is a small flower shop based in Columbus. Currently, their new software is going through comments on their Instagram posts. Each comment is categorized as neutral, positive, or negative. This activity is called: A. comment separation B. customer categorization C. social measures D. sentiment analysis
D
Place the following in order of the Decision Journey Model: Initial trigger, Active Evaluation, Closure, Initial Consideration, Loyalty Loop
Initial Trigger, Initial Consideration, Active Evaluation, Closure, Loyalty Loop
Are facts and recipes copyright able?
No
How long would it take you to read the Terms and Conditions for every media you consume/use out of every year? · One month · One week · Three months · Three weeks ·None of these
One month
Earned, Paid, or Owned? Blog Profiles, Email, Social Pages, Your Website
Owned
protects social media companies from being sued
The Digital Millennium Copyright Act of 1998
any word, phrase, symbol, or design combo of works, phrases, symbols, or designs that identifies and distinguishes the source of the goods of one party from those of others
Trademark
Sarah gets her news strictly from online sources. She visits the same websites every time she reads the news and searches for sites that go along with her beliefs. Sarah is engaging in motivated reasoning. · True · False
True
T/F: Amanda Moore suggested learning more about WhatsApp and Twitch because marketers are beginning to target these apps more.
True
T/F: Clickthrough rate is a ratio showing how often people who see an ad end up clicking it.
True
True or False: Online reputation consists of both information the org provides and info provided by others
True
Starting points matter because the create a base for our perceptions and we are not likely to move far away from where we start
anchoring bias
a system where people's attention comes to have economic value
attention economy
we think that examples of things that come readily to mind are more representative than is actually the case
availability bias
Availability bias explains why we fall for fake news. a. True b.False
b
Which of the following HTML tags holds the most SEO weight? a. <div> b. <h1> c. <strong> d.<h6>
b
a model that describes your typical or target customer, based on detailed audience research
buyer persona
Angelica works in her company's social media department. She rarely interacts with the online community, however. She prefers working with data, as her main responsibilities include monitoring and interpreting social media metrics. What job title does Angelica most likely have? a. Social Media Manager b. Social Media Specialist c. Social Media Analyst d.Social Media Coordinator
c
The following are reasons we may fall for fake news except: a. Confirmation Bias/Motivated Reasoning b. We don't know how to evaluate credibility c. Layered sources d.The total number of people who have seen an advertisement or other content online
d
This can be measured by dividing the number of clicks by the number of impressions and multiplying the result by 100. a. Average engagement rate b. Cost per click c. Conversion rate d.Click-through rate
d
Which is not a con of using social media for news? A. Echo chambers B. Activism C. Fake news D. Motivated reasoning E. Filter bubbles
B
According to Dugganand Smith (2016), more than ______ of social media users are worn out by the amount of political content they encounter. A. One-fourth B. Half C. One-third D. Two-thirds
C
According to Madison (2012), what test should you conduct before advertising your vanity metrics? A. No test. Looking at page views and Facebook likes is enough to go on. B. The "Vanity Metrics" test C. The "So what?" test D. The "actionable measures" test
C
Which of the following is NOT a risk of Co-Creation between a company and consumers? · Hijacking · High demand of uncertainty · Free labor concerns ·Consistency
Consistency
Tim is beginning to apply to jobs after college, but he isn't quite sure how to brand himself. What of the following aspects should he consider as he goes through this process? A. Who he is B. What he stands for C. The values he embraces D. The way he expresses his values E. All of the above
E
What can be measured? A. Awareness B. Engagement C. Conversion D. Consumer opinions E. All of the above
E
Earned, Paid, or Owned? Reviews, Media Coverage, Guest Posts, Mentions, Social Shares
Earned
When creating UTM parameters, what five things should you identify?
campaign source, medium type, campaign name, campaign keywords, content
consciousness of kind shared rules and traditions moral responsibility shared space
characteristics of a community
Josh is at a protest for Women's Rights. He sees the police getting rough with protesters and some beginning to be violent. Josh takes out his phone and records the interactions and posts them to his social media. What type of journalism is Josh engaging in? · News Journalism · Political Journalism · Slacktivism ·Citizen Journalism
citizen journalism
When an ind. Reports on events/stories using some sort of comm tech
citizen journalism
when nodes tend to be closely related by one-degree connections
clustering
people seek or interpret info in line with their existing beliefs
confirmation bias
a sense of belonging, of mutual recognition between group members that they are part of a collectivity (shared attributes, interests, or purpose)
consciousness of kind
Likes, shares, re-tweets are examples of
vanity metrics
group of people online
virtual community
Journalists Strategic communicators Individual media users (personal curators) Social contacts Algorithmic filters
5 actors that curate what we see
Protecting human rights Minimizing the risk of misuse Ensuring designers and operators of new tech are accountable Making processes transparent Prioritizing and employing established metrics for measuring well-being
5 principles of ethical use of social media
How to calculate ROI?
First calculate profit, profit = revenue - investment Then calculate ROI as a percentage ROI = profit / total investment
holds the most SEO weight out of all the headings
H1 tag
Earned, Paid, or Owned? Per Clock Ads, Display Ads, Retargeting/Remarketing, Native Ads
Paid
