Question 1

Every time you scroll and stop on a social media news feed, click on a video, or watch a story on Instagram, you are making a choice about what you want to consume in the virtual world. This is called _____________.

Accepted Answer

Selective attention refers to the process of focusing on a particular object in the environment for a certain period of time, while simultaneously ignoring irrelevant information that is also occurring. This applies to how we consume content on social media, focusing on what interests us and ignoring other stimuli.

Question 2

More than 5 billion people, or 66 percent of the global population, have ________, and more than half of those use this to access the internet.

Accepted Answer

Mobile phones are the most widely used technology globally, with over 5 billion people owning one. They are a primary means for internet access for more than half of these users, making them integral to global connectivity.

Question 3

Spotify's "Wrapped" is one example of a brand using consumer data to ___________. In fact, each December, Spotify listeners can look back at their year on the music-streaming platform, find their top songs, and explore new music recommendations tailored to their history.

Accepted Answer

Spotify's "Wrapped" feature uses consumer data to create a personalized experience by allowing users to see their top songs of the year and receive music recommendations based on their listening history.

Question 4

Uber and Yelp designed their mobile apps to track the location of potential customers and apply that to their communication preferences. This is an example of personalization that applies the use of _________.

Accepted Answer

Geolocation is used by mobile apps like Uber and Yelp to track the location of users to personalize their services and communication.

Question 5

Public relations researcher Ruth and her colleagues explored how and why 21- to 31-year-old Americans were using smartphones. They wanted to understand what people do with media, as opposed to what media do to people. This theoretical approach to media research is called __________.

Accepted Answer

The "uses and gratifications" approach focuses on why and how people actively seek out specific media to satisfy specific needs, aligning with the description of Ruth and her colleagues' research into the use of smartphones by 21- to 31-year-old Americans.

Question 6

Social ___________ goes further than monitoring because it requires PR practitioners to act on their findings and use them to inform their social media or public relations strategy. It combines research, implementation, and evaluation.

Accepted Answer

Social listening involves not only monitoring social media channels for mentions of a brand, competitors, product, and more, but also analyzing the information and acting upon it to improve public relations and social media strategies. It's a comprehensive approach that includes research, implementation, and evaluation.

Question 7

__________ is simply the combination of any two or more forms of media such as text, graphics, moving images, and sounds.

Accepted Answer

Multimedia is the integration of multiple forms of media. This includes text, graphics, audio, video, etc., to create a richer and more interactive user experience.

Question 8

The majority of communications are done via __________, whether in e-mail, Twitter, or online media.

Accepted Answer

The majority of communications, especially in formats like e-mail, Twitter, or online media, are conducted through words. Words are the primary means of conveying detailed information, instructions, and ideas in these platforms.

Question 9

Boris needs to farm out video production work for a campaign for Six Flags. He searches for a person to hire just for this project who can handle scripting, basic video production, 2D and 3D animations, talent, video editing, and postproduction. The person he is searching for is known as __________.

Accepted Answer

A freelancer is an individual who is self-employed and is not necessarily committed to a particular employer long-term. Boris is looking for someone to hire just for this project to handle various aspects of video production, which fits the description of a freelancer.

Question 10

Getty Images, one of the world's largest for-profit __________ providers, permits free use of its images online, as long as the images are embedded with the proper html code.

Accepted Answer

Getty Images is known for being a stock image provider, offering a wide range of images for licensing and use, including a feature that allows free use of images through embedding.

Question 11

__________ refers to those easy-to-consume pieces of mobile content that capture audiences despite their decreasing attention spans.

Accepted Answer

Snackable content refers to short, engaging pieces of content designed to be easily consumed by audiences, catering to their shorter attention spans.

Question 12

A small non-profit organization does not have the resources to create a lot of video content for its social media feed. Instead, it offers donors the opportunity to create short videos explaining why they donate, and then the non-profit will use these videos on their social media channels instead. This is an example of _____________.

Accepted Answer

User-generated content refers to any form of content, such as videos, blogs, discussion forum posts, digital images, audio files, and other forms of media, that is created by users of an online system or service, often made available via social media websites. In this scenario, the non-profit organization is leveraging content created by its donors, which is a classic example of user-generated content.

Question 13

Bonnie has developed her social media calendar and started publishing posts. Now she is focusing on ___________, including listening to the social media publics, engaging with them, answering questions, and responding to their comments.

Accepted Answer

The activities described, such as listening to social media publics, engaging with them, answering questions, and responding to their comments, are all part of community management. This involves maintaining and building a brand's relationship with its audience on social media platforms.

Question 14

__________ are trusted individuals who can impact the opinions of their established social media audiences.

Accepted Answer

Influencers are individuals who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Influencers can impact the opinions and behaviors of their audience due to their authority, knowledge, position, or relationship with their audience.

Question 15

Samsung has developed a refrigerator that can take a "selfie," which can be accessed by someone shopping in the supermarket to verify what food items are needed. Shane is a media specialist for Samsung and is responsible for unveiling this new product, which is now part of the __________.

Accepted Answer

The refrigerator that can take a "selfie" and be accessed remotely fits into the Internet of Things (IoT), which refers to the network of physical objects embedded with sensors, software, and other technologies for the purpose of connecting and exchanging data with other devices and systems over the internet.

Question 16

Without __________, which is based on research and is designed to achieve goals and objectives, how-to videos, livestreams, and mobile apps are no more effective in building relationships with stakeholders than emailing news releases or putting flyers on car windshields.

Accepted Answer

Strategy is essential for ensuring that various communication methods, including how-to videos, livestreams, and mobile apps, are effectively used to achieve specific goals and objectives. Without a strategic approach, these tools may not be any more effective in building relationships with stakeholders than more traditional or less interactive methods like emailing news releases or distributing flyers.

Question 17

"The Late Show with James Corden" featured a Jonas Brothers parody of one of their songs that said in 2019, TV is now all on a cell phone. In fact, in less than five days, the YouTube video of the parody garnered more than four times the views gained when this aired on television. According to Nielsen, this is because ______________.

Accepted Answer

Nielsen reports indicate that YouTube has a broader reach than any cable network during prime time, especially among adults, which explains why the parody gained more views online than on television.

Question 18

Given the rise and ubiquity of mobile users, organizations trying to reach and connect with mobile users must walk a fine line of ________________.

Accepted Answer

Organizations need to engage mobile users effectively without being overly intrusive, which can deter users.

Question 19

Titus is planning social media for an office of state government. He is analyzing what content people respond to and decide to share and how he can become part of the social conversations about his state. Titus also needs to plan how to respond to what people are saying online. Planning ahead is important because social media is _____________.

Accepted Answer

Social media is inherently interactive, allowing for two-way communication between the office and the public. This interactivity is why planning responses and engagement strategies is crucial.

Question 20

In a study of Facebook users, the Pew Research Center found that more than half of those surveyed said they were "not very comfortable" or "not at all comfortable" with Facebook tracking their activities to create a list of their interests and traits. PR practitioners must balance these concerns with the high demand consumers have for _______________.

Accepted Answer

Personalized content is highly demanded by consumers, who often expect content and advertisements to be tailored to their interests and preferences. This requires a balance with privacy concerns, such as those related to tracking activities for creating interest lists.

Quiz 10: Social Media and Mobile