Deck 8: Social Media and Emerging Technologies

Question 1

In public relations,personal interaction,welcoming language,trustworthiness,and expertise are part of building ______.

A)a following
B)credibility
C)dialogue
D)a press release

Answer 1

B

Question 2

The telegraph was the first invention to take advantage of ______,a distinguishing factor between traditional and social media.

A)two-way communication
B)paper messages
C)the telephone
D)real time communication

Answer 2

D

Question 3

Sarah is majoring in communications with a focus on corporate public relations.She hopes the excellent growth in ______ as a specialty at PR agencies worldwide might also indicate strong career opportunities.

A)graphic design
B)social media management
C)IT analytics
D)content management

Answer 3

B

Question 4

Twitter's 140-character limit for tweets leverages the principle of network ______.

A)size
B)social distance
C)complexity
D)diffusion

Question 5

Social media has made media relations a 24-hour-a-day job requiring ______ for all internet content.

A)careful screening and organization
B)built-in engagement
C)customized dialogue tools
D)trackable research

Question 6

Social media's rapid adoption can be explained by ______.

A)mobile tablets
B)social network theory
C)the telegraph
D)network media theory

Question 7

Apple decides to use Facebook to dialogue with followers about their wish list for iPhone upgrades.This demonstrates ______ communication.

A)diffused
B)social
C)researching
D)two-way

Question 8

Which of these have revolutionized the way public relations is practiced?

A)mobile devices
B)social media platforms
C)memes and photo posts
D)live videos

Question 9

Social media is a 24 / 7 medium that demands content,constant watchfulness,______ and engagement.

A)gatekeeping
B)transformation
C)dialogue
D)crowdsourcing

Question 10

A particular benefit of social media to PR practitioners is having a direct channel to target audiences without interference by a ______.

A)limited reach
B)media gatekeeper
C)printing deadline
D)delayed press release

Question 11

A serious challenge for social media management is ______,which could quickly affect the beliefs of target consumers.

A)gatekeepers
B)cyberattacks
C)experts
D)Photoshop

Question 12

A Facebook post with beautiful beach imagery,a vacation discount code and a link to a travel website is designed to ______.

A)attract travel reviewers
B)provide travel packages
C)encourage visitor interaction
D)monitor the competition

Question 13

PR leaders know that reaching journalists is critical to successful media relations and that the best social platform to connect with them is ______.

A)Facebook
B)Periscope
C)LinkedIn
D)Twitter

Question 14

Social network theory examines the concepts of network size,______,diffusion,complexity and social distance as related to interrelationships.

A)quality
B)expertise
C)interaction
D)media

Question 15

Unlike traditional media,social media gives PR professionals 24 / 7 direct access to ______.

A)publishers
B)gatekeepers
C)target audiences
D)client databases

Question 16

The most popular social media network site for Americans is ______.

A)Twitter
B)Instagram
C)Snapchat
D)Facebook

Question 17

One advantage and challenge to social media is the lack of ______.

A)restriction
B)journalists
C)good news
D)dialogue

Question 18

Regardless of the client,any solid communication strategy will require developing ______ for specific social media platforms.

A)memes
B)in-house graphics
C)different messages
D)generic messages

Question 19

In 2016,a Pew Research Center study revealed that ______ of Americans use social media.

A)65%
B)80%
C)35%
D)50%

Question 20

What data from the 2016 Pew Research Center's study on social media usage best explains the success of Snapchat?

A)One third of adults using social media are 65+.
B)There is no significant difference in usage between men and women.
C)The highest users of social media are young adults aged 18-29.
D)Expiring content is seen as exciting and popular.

Question 21

An organization's use of Instagram is about more than posting images that reflect their brand.The images also need to ______.

A)be 4-color and stunning
B)attract target viewers
C)repel non-target viewers
D)make a political statement

Question 22

The social media platform that best illustrates the concepts of network size and quality is ______.

A)Twitter
B)LinkedIn
C)Instagram
D)Facebook

Question 23

Social media ______ are today's online gatekeepers and can significantly influence a brand's credibility,both positive and negative.

A)influencers
B)programmers
C)multipliers
D)consumers

Question 24

Because output is not the same as outcome,it is important to ______ social media activities.

A)repeat
B)advertise
C)measure
D)trademark

Question 25

The Pillsbury Bake-Off contest currently requires entrants to submit their recipes via an online form at the company website.What is one way Pillsbury could use YouTube to easily increase consumer interaction for the contest?

A)Announce the contest on Facebook with multiple,animated posts.
B)Require entrants to upload one how-to recipe for subscriber voting.
C)Launch a multi-platform,two-month long contest with weekly entries.
D)Exploit Snapchat's expiring content feature share the contest rules once per week.

Question 26

Facebook Live videos can be accessed and liked forever,whereas Periscope videos ______.

A)are streamed live only,with no replay option
B)self-destruct in 15 minutes
C)cannot be liked during streaming
D)expire 24 hours after broadcast

Question 27

Being easy to use,informative and offering a feedback loop are all ______ features built-in to Pinterest that organizations can use to build relationships.

A)connection
B)metric
C)static
D)dialogic

Question 28

According to the chapter text,why should a company's LinkedIn content include some written by employees?

A)Employee content and interaction helps humanize a company.
B)The burden for updating social media can be shared.
C)Many writers means the posted content can always be timely.
D)LinkedIn content is not part of the executive team's responsibility.

Question 29

Which of these is stated as being essential to credibility,a sum of all the others?

A)trustworthiness
B)welcoming language
C)expertise
D)personal interaction

Question 30

Snapchat's expiring content ensures ______,an advantage over all other social media platforms.

A)constantly refreshed content
B)visitor interaction
C)saving posts before they expire
D)viral memes

Question 31

You're a PR manager working with regional divisions for the same company.Which reason below most explains why their social media plans might be completely different?

A)twice the press budget in one division than the other
B)one division posts more often,with more visitor engagement as a result
C)data analytics indicate platform use is different among regional targets
D)the southern region is a mostly sunny climate; the northern region mostly rainy

Question 32

Once you identify that your target audiences are Facebook users,designing a strategy to move them beyond ______ is the next step.

A)just browsing
B)personal use
C)rewards and games
D)likes and emojis

Question 33

What specific feature of Twitter contributes to messages becoming lost in the feed?

A)built-in trending alert for journalists
B)everyone is the same social distance
C)limited personal interaction
D)140-character limit per tweet

Question 34

The social network theory concept of social distance is affected by ______.

A)close connections
B)network size
C)how fast a message spreads
D)message length

Question 35

Unlike most popular social media platforms,LinkedIn is primarily a ______.

A)business networking site
B)social connection platform
C)diffused networking site
D)site void of personal interaction

Question 36

Periscope is a ______ that PR professionals use to interact with and engage publics.

A)gaming site
B)online hub to store recorded videos
C)live-streaming video app
D)social media app owned by Facebook

Question 37

A unique aspect to Pinterest is that members can pin web content to ______ and make these available to others.

A)visual bulletin boards
B)idea banks
C)virtual bulletin boards
D)printable catalogs

Question 38

Which one of these platforms does not offer live video streaming for its users?

A)Periscope
B)Facebook
C)YouTube
D)LinkedIn

Question 39

The Little Giant Ladder is most often demonstrated in practical,real life situations.Which platform would target audiences most expect to find a collection of how-to videos?

A)Snapchat
B)Instagram
C)YouTube
D)Periscope

Question 40

Fourth Screen Technology is a substantial component of everyday interaction,suggesting both ______ are a priority user interaction.

A)customized domain names and exciting graphics
B)real-time content and static imagery
C)detailed contact forms and viral videos
D)personalized content and platform relevance

Question 41

Personal interaction with social media followers helps humanize an organization,while also demonstrating transparency and altruism.

Question 42

Donald is a PR Manager for Bright 'n Shiny,a national trash removal company.Before he recommends an effective social media strategy,he must first determine who the target publics are and the trash routes in their specific areas.

Question 43

The explosion of social media can be explained by the groundbreaking invention of smartphones.

Question 44

One explanation for the success of Snapchat is related to data indicating the highest users of social media are males between the ages of 30-49.

Question 45

Which of these statements best completes the following sentence? Understanding a client's target publics and where they interact most on social media will help a PR practitioner ______.

A)design the right messages for the right platform
B)stay ahead of potential fake news and cyberattacks
C)remove the need to encourage personal interaction
D)leverage second-order connections built-in to network diffusion

Question 46

While traditional media requires strong written and verbal skills,social media necessitates excellent skills for data analytics and ______.

A)direct mailing lists
B)content creation
C)games programming
D)network marketing sales

Question 47

Any organization can be targeted by a cyber-attack at any time.Clint Watts,former FBI agent,recommends developing a baseline for fact and fiction as the first public relations step to managing a cyber-attack.

Question 48

Understanding data analytics should also include how to collect actionable data as insight for building an effective measurement plan.

Question 49

Because blogs can be time consuming,it's important any public relations strategy ensures ______.

A)shared content authorship
B)weekly updating or less
C)no loss of momentum
D)limited word count

Question 50

Reach,exposure,and engagement are all analytics related to measuring social media ______.

A)excitement
B)landscape
C)results
D)transparency

Question 51

During a crisis,which platform best helps gauge how information about the crisis is moving across social media and what is being said?

A)Facebook
B)Twitter
C)Instagram
D)Yahoo News

Question 52

In public relations,a blog can strategically target specific audiences with posts designed to build community and invite conversation.

Question 53

One of the most widely used metric tools for quantifying social media activity is ______.

A)Audience Metrics
B)Reach Predictor
C)Social Insights
D)Google Analytics

Question 54

What critical mistake did VW executives make during the emissions scandal that negatively impacted their credibility?

A)posted positive "We'll get through this together!" memes
B)stopped posting to Facebook and Twitter the day the news broke
C)immediately claimed their innocence with journalists via Twitter
D)released their CEO's video statement the next day

Question 55

You've just been hired by Bart's Best Burgers to create a social media contest to drive new customers to retail locations.What is your first step?

A)Determine the best target audience and what social media platforms they use most.
B)Announce the contest on all social media platforms to increase visitor interaction.
C)Evaluate the engagement of the previous contest,held five years prior.
D)Develop a plan for additional staff training to handle the increase retail traffic.

Question 56

These two attributes should both be reinforced in all social media communications,especially during a crisis.

A)remorse and responsibility
B)thought-leadership and humanity
C)transparency and authenticity
D)corporate beliefs and positioning

Question 57

The concept of network diffusion helps explain why short messages travel quickly in social media.

Question 58

During a non-profit organization's online fundraising auction,chatbots could be used to provide milestone updates,share new auction item details and answer general bidding questions.

Question 59

The social space is the only place where public relations activities,and how they are targeted,can be adjusted in real time to take advantage of new media opportunities.

Question 60

PR professionals can take advantage of today's metric tools and make ______ adjustments to quickly increase visitor interaction.

A)delayed
B)time-lapsed
C)real time
D)negative

Question 61

Briefly explain how social network theory supports the need to create platform relevant messages.

Question 62

Compare and contrast Periscope and Facebook Live.

Question 63

Social media has increased the public's expectation that companies will communicate in a way that is authentic,honest and two-way.Discuss how these expectations were not met immediately after the VW emissions scandal broke and how that impacted the company's credibility.

Question 64

Discuss the "dark side" of social media and the risks this presents to public relations.

Question 65

Briefly demonstrate how social media differs from traditional media.

Question 66

Describe how the roots of social media can be traced back to the telegraph.

Question 67

Who are social media influencers and how could they benefit an organization's social media campaign?

Question 68

How does LinkedIn demonstrate the network concept of social distance?

Question 69

Data analytics can help PR professionals measure the effectiveness of social media activities.What is another way to gauge effectiveness?

Question 70

Why does Boston College's Center for Corporate Citizenship recommend employees engage in the corporate social media content during a crisis?