NPL 3050 Chapter quizzes
Facebook developed their Timeline feature back in ______.
2011
______ focuses on the content that will be going out at certain times of the campaign. Hootsuite and Sprout Social offer these services for social media professionals.
A content calendar
What is a KPI?
A key performance indicator
Why is it important to be effective in understanding your audiences?
All of these
______ focuses more on the key group of people a person or brand wants to reach.
Audience strategy
What is considered to be thought leadership?
Brands, individuals, and organizations can become experts in their area as they continue to produce, share, and create content where they become the go-to resource for innovative ideas, persuading people to take action in response for their created content.
______ has been one of the main ways for journalists to use social media.
Breaking news
This type of online personas focus primarily on professional advancement above their personal achievements.
Careerists
_______ are how many times people click on a link to navigate to another website.
Click-through rates
Matt is working with the Boy Scouts of America as part of a summer internship program. He is in charge of responding to informal conversations on social media with fans and other key audiences. What type of social media writing does this capture?
Conversation
______ and ______ need to emerge for people to understand the importance of social media.
Conversations; relationships
______ is the field that has to prepare statements, scenarios, and listening and monitoring reports before, during, and after a given situation.
Crisis
____________ is the process of providing insights to solve a program.
Crowdsourcing
CRM stands for ______.
Customer Relationship Management
______ are the set of moral guidelines and principles that influence our behaviors and interactions.
Ethics
______ is what many professionals are hiring for today in the social media industry.
Experience
Influencers, particularly DJ Khalid, have been a key focus of the ______ when it comes to endorsements.
FTC
Bots are part of an ethical social media policy for most social media companies.
False
Buying followers is a common practice in social media, but is not ethical unless you want to get noticed and famous.
False
Research is not a needed component for social media professionals today to establish themselves in the field.
False
Secondary audiences are the audience you want to reach based on listening and monitoring on social media that could become important for the brand.
False
Social media is an established field that has not seen any growth or changes in the hiring roles.
False
The entertainment industry needs to understand social media on the celebrity side only.
False
There is a standard salary for social media professionals to make across industries.
False
When a trending topic or hashtag is trending, it is key to make sure to jump on the bandwagon and be part of the conversation regardless of the situation.
False
Jamie is working as a freelancer for the Greenville Drive. He wants to make sure his content goes out at specific times, and realizes he needs to create, maintain, and share these pieces of content with the rest of the team. What does Jamie need to create?
He needs to create a content calendar.
______ is the field that has to deal with government regulations for what they share and post on social media.
Health care
Amanda is working on her bachelor's degree in public relations and her ultimate goal after graduation is to work for Netflix. She wants to showcase what she has done in her internships. What does Amanda need to bring to her interview?
Her online portfolio of work
______ is the ability to shift people to take action or listen to what you say.
Influence
___________ are individuals who are able to persuade audiences to take action.
Influencers
This type of writing is when brands use their writing style to enhance an idea or feeling.
Inspirational
Visual content that is considered to be snackable seems to live on most platforms like ______.
Instagram and Snapchat
What is NOT a qualification of a social media crisis?
It only happens in certain industries.
Livestreaming apps are one popular form of social media, and examples that fall into this category includes all EXCEPT ______.
______ focuses on observing people's feedback and evaluating the sentiment and patterns for a social media manager.
Listening
______ have a specific focus, community, and purpose that resonates with their audience.
Micro-influencer
______ provides metrics like mentions and trends along with using data insights to tie into strategic plans.
Monitoring
______ focuses on allowing users to share and create information, disseminate ideas in various forms, share content, and respond to these pieces of content to create a consistent image across the different platforms.
Online persona
_______ are audiences that are not fans of the brand or company you represent.
Opponents
______ allows you to have a distinguishable voice and community on social media.
Personal brand
________ are/is the systematic gathering of information in a scientific and objective manner to help answer questions.
Research
Julie is a new member of the American Nurses Association and wants to establish herself in the field. She wants to create content that resonates with her community of nurses that is shared out consistently across her various platforms and her audiences. What is Julie trying to do?
She is implementing a content strategy.
Juliana is considered to be a leading voice in team leadership for Instagram. Her experiences in working with teams over the years has allowed her to develop this reputation for herself in the social media industry. What has Juliana built for herself?
She's demonstrated her level of expertise in the field.
______ is a wide range of online, word-of-mouth forums including blogs, company-sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, microblogs.
Social media
______ focused on social media but they are also primarily look at how to get key business, communication, and social media objectives accomplished.
Social media strategist
______ is one industry that has been considered to be "an early adapter" for having formalized roles in social media.
Sports
When accounts like @AltNationalParkServices are created, they are not necessarily the real voice of the organization they represent and do not have permission to so. What new trend is this referring to?
They are going rogue.
Entertainment professionals have to create a lot of content for their work in social media. What are some examples of some of the content they have to create?
They are responsible for social, visual, and traditional pieces of content.
What were some of the implications that resulted in the social media crisis for Equifax?
They did not recognize the tone and concern they expressed on social media.
The campaign that focused on partnering with WildlifeDirect to focus on raising the awareness of the decline in elephants with Amarula was innovate in their approach. What did the company do?
They partnered with influencers to document their journey in Kenya to raise awareness about the issue.
______ is the overall voice characteristics you want to interject within the content you are writing.
Tone
A social media policy is good to have to set the guidelines and standards for a brand and all employees on social media.
True
Abandonment is when brands and individuals build a community and leave it without proper notification or reasoning, which is considered to be one of the deadly sins of social media.
True
Allowing people to share their stories is one of the best practices to keep in mind when using social media for nonprofits.
True
Psychographics are a key way to understand our audiences on social media.
True
Researching a hashtag before engaging in a conversation is a key strategy to take.
True
Writing is one of the most important skills to have in order to create a strong brand voice online.
True
______ focuses on challenges that emerge within the organization and on social media, like internal conflicts or no support for education and training for social media.
Weaknesses
Having a social care program can help brands especially when ______
a customer needs to get a question or inquiry solved in a timely manner
Starbucks has a statement that states they are focusing on creating a culture of warmth and belonging, where everyone is welcome. What is this an example of?
a vision statement
Madison is analyzing the reports for her latest project with Susan G. Komen for the Cure. She is looking into the attitudes, behaviors, and opinions of their audience members. What type of metrics is she looking for?
advanced
Elements that need to be included in a budget includes ______.
all of these
Social media can help nonprofits in a variety of different ways, like ______.
all of these
The SMART criteria stands for objectives that need to be ______.
all of these
There are many benefits of listening and monitoring, such as ______.
all of these
What are some best practices for entertainment professionals when it comes to social media?
all of these
Individuals, like @TheRock, who are committed to helping others in the community is what type of persona type?
altruist
The campaign with Oreo showcased the bridge and collaboration effort between ______.
an agency and a brand
Keith Quesenberry states that social care should be ______.
be in their own department
Chewbecca Mom becaming infamous when she filmed herself on Facebook Live wearing a Chewbecca mask from Kohl's is an example of ______.
becoming a viral sensation
The most complicated form of ______metrics focuses on exploring the actions audiences members take on social media.
behavioral
This type of content allows brands to emerge as their own media outlets and create their own content aligned with their goals, mission, and brand voice.
branded content
A social media professional not only has to have a strong writing style, but they have to be able to create good ______.
content
________ are tasked with creating work that resonates with audiences.
content creator
User-generated content focuses on ______.
content that is created by the user
What are the responsibilities of an ambassador?
control over the participation and two-way involvement of the creation of content
The type of writing that brands, like Dunkin Donuts, use to strike up conversations and embrace the notion that social media is "social" is ______.
conversational
As discussed in the textbook, there are six C's for effective writing for social media EXCEPT ______.
creation
Social care is focused on primarily doing ______ on social media.
customer service
Tasty has a strong following due to teaching their audiences through videos about various recipes they can make at any occasion. What style are they using?
educational
The NPR has listed their social media guidelines to maintain a level of professional conduct that reflects the role of the journalist and news outlet. This is referred to as a ______.
ethical code and policy
The unfollow/follow technique is used as a strategy to grow audience bases on social media platforms by ______.
fake influencers
The ultimate purpose of using social media for the entertainment industry is to ______.
generate buzz and motivate others to take action
A broad statement that captures the overall structure of what you want to focus on for a campaign is called a(n) ______.
goal statement
The organizational structure, according to Jeremiah Owyang, that focuses on cross-functional teams but there is a centralized area that everyone has a consistent social media presence is referred to as ______.
hub and spoke
There are certain aspects that are expected by communities, all EXCEPT ______.
influence
When applying for jobs, applications need to be aware of the following EXCEPT ______.
look at the influence scores for their colleagues
The campaign with REI called #OptOutside focused on ______.
nonprofit and cause-related marketing
What is NOT an example of a type of segmentation?
objectives
Social media professionals need to have a(n) ______ approach that allows them to have a seamless integration of content, experiences, and messages for the user.
omni channel
A(n) _________ is an identity constructed by an individual online that may or may not represent who he or she truly is in real life.
online persona
Wendy's got their fame on social media by interjecting their attitude with messages on social media to provide entertainment and value. What writing style are they using?
snarky
A _________ focuses on one or more areas in particular in social media at the micro level.
specialist
The ___________ is a fifth component of the SWOT analysis that looks at the "so what" factor, or why the information in the SWOT analysis is important to consider.
strategic implication
Proposing a designated hashtag for an event (e.g., Kentucky Derby's is #kyDerby) and host three influencers to do an Instagram takeover is an example of ______.
tactics
The agreement you sign up for when creating a social media account is called a(n) ______.
terms of services agreement
The main difference between monitoring and listening is ______.
timeframe
Being consistent across social media platforms, whether it is look or even content, is important, but sharing exact same piece of content on all platforms is not appropriate. This is considered ______ of the deadly sins of social media.
uniformity
The number of people who follow your brand's accounts is considered a(n) ________ metric.
vanity
Social media crises, according to Tim Coombs, are often compared to ______.
zombies
