Social Media Quizes
3- What are "advertisements packaged as news editorial content"?
Advertorials
2- Which of the following is NOT one of the four principles that enable virtual communities to be sustainable on SNS?
Anonymity
6- A social media user located at the periphery of a network would be referred to as...
An isolate
11-Which of the following describes an individual or entity that brings capital to a social media start-up?
Angel investor
4- Corporate social responsibility (CSR)...
Asks companies to consider the effects of their businesses on social and environmental conditions Considers long-term social interests, not just quarterly profits Suggests that responsible behavior may also be good for business, but it is not clear that social good always has a positive economic impact
8 - Why are lawmakers, regulators, and courts concerned about defamatory/hate speech on social media platforms?
Because of its greater potential to reach widespread audiences Because of the speed that this type of content can be disseminated
8 - Why are Internet Service Providers (ISPs) and social media platforms protected from the liability of libel distributed on their networks?
Because of limited editorial control Because of their mostly passive role in its spread
4- According to the textbook, which of these is NOT a reason non-profits might have the most to gain from social media PR?
Because social media is expensive Reasons it is (Because of the potential for earned media, & their media budgets are low or non-existent Because social media enable greater possibilities for community awareness Because social media PR tactics can drive traffic to fundraising campaigns)
3- "Misleading headlines, titles, thumbnails, etc. designed to simply drive user traffic to a site" is best described as...
Click-bait
4- Which of the following should PR practitioners use social media for?
Crisis communication Reputation management Real-time monitoring
11-Which of the following describes the process of a start-up going to the public for investment?
Crowdfunding
10- Which of the following is a social media marketing best practice?
Developing clear objectives and strategies Appealing to potential influencers Building relationships with users
2- Which theory/model suggests that the adoption and spread of new ideas, new technologies and new practices follow somewhat predictable patterns?
Diffusion Model
4- Content created organically (i.e., not paid/sponsored) by influencers is usually which type of media?
Earned media
10- According to the textbook, it is better to have a single social media manager than to have a team that collaborates.
False
10- As a brand, jumping into a new social media platform without prior evaluation of its value is a best practice because it means your brand might be one of the first brands on the site
False
10- Tracking metrics and analytics is not relevant to social media best practices.
False
11-Facebook was one of the last platforms to generate revenue by selling advertising.
False
11-Generating revenue is not essential to the success of a social media platform.
False
11-It is not necessary for brands to research the context of trending hashtags before using them.
False
11-Social media is not ideal for innovation and entrepreneurship because of the Internet's costly entry barriers.
False
12- According to the author, it is easy for most people to leave a social media site when you are unhappy with it.
False
12- Media literacy education is a common practice in K-12 schools in the U.S.
False
12- To be social media literate means you know how to quickly and reflexively post on social media without making conscious decisions.
False
12- To be social media literate simply means you have access to social media and you know how to use it.
False
12- Younger audiences are more likely to think corporate social responsibility campaigns are authentic.
False
2- According to the uses and gratifications theory, social media always meet user expectations.
False
2- In the Diffusion Model, "laggards" are the group of people that are the earliest to experiment with changes in Internet and social media communication technologies.
False
3- "Clicktivism" is a way to explain offline action prompted by an online news story.
False
3- Because of social media, news media have shifted from a more horizontal system of interaction between journalists and audiences to a top-down media system.
False
3- Journalists and journalist organizations are often the first to break news on social media sites such as Twitter.
False
3- News information found on Twitter is generally viewed as more credible and trustworthy than the mainstream sites.
False
4- PR campaigns on social media, such as the Save Ohio Libraries 2009 campaign, that prioritize one-way communication are more likely to be successful.
False
4- Social media reduce and deescalate consumer voice.
False
5- "COI" stands for "Content of Interest."
False
5- Social media content scheduled in advance is the best option for customer relationship management.
False
6- Vanity metrics, e.g., "likes" directly relate to profitable business outcomes.
False
8 - Facebook's Terms of Service cannot regulate posts that incite violence because that would go against the free speech protections of the first amendment in the US Constitution.
False
8 - Influencers are required by the Federal Trade Commission to disclose sponsorship on paid posts, but they don't have to disclose posts in which an item/product/experience was gifted.
False
8 - Lawmakers, regulators, and the courts easily keep up with technological and social media changes.
False
8 - Social media and other forms of Internet communication are immune to traditional media laws such as libel laws, privacy laws, copyright protections, etc.
False
8 - The first amendment of the US Constitution means all speech/expression is protected on social media platforms.
False
9 - Ethical guidelines for social media value transparency above all else
False
9 - Ethical guidelines for social media value truth above all else.
False
9 - Ethical ideals are universal across the globe.
False
9 - Journalists sharing news on social media that hasn't been verified in order to go viral is aligned with holistic ethics.
False
5- Which of the following is ROI measurement most concerned with?
Generated leads, conversion to sales, dollar amounts
9 - Which of the following is NOT an ideal of holistic ethics?
Impartiality
5- Which of these is online advertising more concerned with?
Interactive, two-way brand and consumer communication
2- The concept of the social network site (SNS) reflected the idea of extending which type of communication?
Intrapersonal (not sure if this is right) -I know it is not interpersonal
9 - Which of the following is an ideal of holistic ethic
Justice These are all ideals of holistic ethics Human dignity
4- "KPI" stands for...
Key Performance Indicators
5- Imagine you are a social media manager proposing a marketing campaign to your supervisor. You outline the goals of the campaign, but you forget to consider how you will track the progress of the campaign. Which of the following SMART goals did you forget?
Measurable
5- Social media managers should warn the C-suite of a COI because of which of the following results?
Negative sentiment Decreased customer loyalty Loss of credibility
6- What type of social media measurement analysis would you conduct to determine influencers in a network?
Network analysis
8 - Which of the following sets a precedent for the protection of political speech on social media platforms?
New York Times vs. Sullivan (1964)
5- As a social media manager, you plan a marketing campaign to be posted on your organization's YouTube channel. This is an example of which type of PESO media?
Owned
10- Imagine you regularly comment on your favorite TV personality's social media posts. One day you hear that they have a terminal illness, and you feel sad as if this had happened to one of your friends. Which of the following describes this experience?
Para-social interaction
9 - Imagine on Facebook you follow a community organizer local to your area. You see this person share information about your community that you think might to be accurate. You comment on their post and ask them to share their source for the information. This is an example of which ethical ideal?
Peer-to-peer accountability
12- Which of the following is not an element of media literacy?
Physiological literacy
12- The textbook talks about the importance of establishing media literacy guidelines, policies, etc. early on instead of relying on punishment after a media illiterate event occurs. Which group(s) was the author referring to?
Professors Students Teachers
10- Which of the following is not a social media marketing best practice?
Pushing traditional advertisements
6- "Sentiment" is which type of data measure?
Qualitative
5- Imagine you are a social media manager for a brand. Using Hootsuite, you schedule identical posts for Facebook and Twitter that use more than 280 words. Which of these concepts did you not consider?
SWOT Analysis
10- Imagine you are a social media manager for TV network. You are tasked with promoting and increasing views for a live program about musical theatre. After conducting analytics, you realize musical theatre programs do not usually gain a lot of views. What best practice could you do to increase the number of viewers during the live airing?
Schedule the program to air days & times when viewing is highest Assign social media team members to interact with users in real-time Create a hashtag specific to the event
3- Using tags and keywords that make it easier to find a post through online search is best described as utilizing...
Search engine optimization
11-Which of the following makes up a successful social media platform, according to the textbook?
Serves a particular market Generates revenue Provides a needed product/service
2- Which theory/model suggests people assess an online climate of opinion before responding?
Spiral of silence
5- Which of the following is not part of a SWOT Analysis?
Successes
2- In the Diffusion model, "innovators" represent which of the following groups of people?
The earliest people experimenting with the change
6- Which of the following is true for the bridging users of a network?
They are in a better position than others in terms of having access to information They have greater chances of having access to different information They are a bridge to different people in other networks
2- In the Diffusion Model, "early adopters" are which of the following?
Those swayed by the innovators to jump on board of what is obviously a new trend
4- The Al Roker and McDonalds Twitter interaction was a good example of which type of media?
Traditional media
10- During a social media crisis, social media best practices that involved building relationships will be the best defense.
True
10- It is a best practice for journalists on social media to be able to engage audiences just as much as they are able to gather and reports news.
True
10- It is a best practice to use social media marketing tools that focus on mobile devices.
True
11-Although global social media use is increasing, more and more people are interested in digitally detoxing.
True
11-Barack Obama was one of the first politicians to utilize the power of social media for campaigning.
True
11-Start-ups fail more often than they succeed.
True
12- Media literacy education is never complete. It should be a life-long pursuit.
True
12- Media literacy includes understanding how stereotypical media representations of diverse groups impact society.
True
12- The textbook defines media literacy as the skill of deconstructing messages.
True
2- The U.S. military played a major role in the development of the Internet.
True
3- Facebook has faced criticism for its inability to remain neutral in the dissemination and filtering of news.
True
3- User-generated content, participatory journalism, and citizen journalism challenge the traditional professional journalism news gatekeepers.
True
4- "Reciprocity" is one benefit of building social capital on social media.
True
4- "Trend spotters" are useful for real-time social media PR.
True
5- Social media professionals debate whether ROI can be used to measure social media activities.
True
6- A COI measure demonstrates that social media offer opportunities and risks.
True
8 - Agreement to abide by the Terms of Service on a social media platform serves as a legal contract between the user and the platform.
True
8 - The Federal Trade Commission requires social media influencers include clear and transparent labels of sponsorship on commercially sponsored posts
True
9 - Ethical codes often value social good, social context, social needs, over individual needs.
True
9 - Ethical issues such as free speech on social media, social responsibility, etc. are culturally relative and not universal.
True
9 - Social media communication spaces, e.g., platforms, often value opinion-sharing over ethical ideals such as trust and transparency.
True
9 - The ethical ideal of transparency is not enough to build trust with social media audiences.
True
3- Engaged journalism on social media might involve:
Trustworthy source identification Hosting news conferences Analyzing social media metrics
2- Which theory/model suggests that people use CMC for information about the world around them, relaxation, entertainment, excitement, and as an escape from the stresses of daily life?
Uses and gratifications
10- Which of the following is a best practice for content creation by social media managers?
Using graphics Using real-time chat Using videos
10- Which of the following is not a best practice for content creation by social media managers?
Using text-heavy content
12- Which of the following is an element of media literacy?
Visual literacy Digital literacy
