Question 1

Mariana is planning her first gala fundraising event for her non-profit client. To help make the event more interactive and to reach people who aren't attending, she decides to deploy a ____________. That way, only people attending the fundraiser could use this service and then share their photos with friends.

Accepted Answer

Snapchat Geofilters are location-based overlays that users can apply to their Snapchat photos and videos. By setting up a Geofilter for the event location, Mariana ensures that only attendees can access this feature, making it an interactive way to engage guests and extend the event's reach through shared content.

Question 2

When Burger King used __________ for its "WHOPPER® Detour" stunt, it tried to lure customers away from McDonald's and to get them to use its mobile app. When customers got within 600 feet of a McDonald's, they would receive a notification on their phone that they could order a Whopper from the BK® App for only 1 cent.

Accepted Answer

Geofencing is the correct answer because it involves creating a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. In the case of the "WHOPPER® Detour" campaign, Burger King used geofencing technology to detect when customers were within 600 feet of a McDonald's and then sent them a promotional notification through the BK® App.

Question 3

Rewards, convenience, and savings are the top reasons people are drawn to restaurant mobile apps. Specifically, quick-service restaurants, like Burger King, are using mobile apps to meet the growing demand for convenience from ___________ consumers, who don't want to wait in long drive-thru lines.

Accepted Answer

Millennial and GenZ consumers are known for their high demand for convenience, including in how they order and receive food, making them the primary target for mobile apps from quick-service restaurants.

Question 4

When communication scientists want to understand______________, they have applied an approach called "uses and gratifications," which is particularly well suited to the study of new communication technologies.

Accepted Answer

The "uses and gratifications" approach is specifically designed to explore what people do with media, focusing on the ways individuals use media to satisfy various needs and desires.

Question 5

Maeve studies what people say about her client's brand on social media to help her uncover broad trends and themes to inform public relations. _________ allows Maeve to track, analyze, and respond to conversations about specific topics online.

Accepted Answer

Social listening is the process of monitoring social media channels for mentions of a brand, competitors, product, and more, which allows businesses to track, analyze, and respond to conversations about them on social media.

Question 6

Desmond uses Sysomos, a _____________, to distinguish mentions of his client from other same-name brands online, to determine sentiment, and interact and engage with his fans.

Accepted Answer

Sysomos is a monitoring and analytics tool that helps in tracking mentions, determining sentiment, and engaging with audiences on social media platforms, fitting the description given.

Question 7

Approximately 80 percent of the images shared on social media that include brand logos do not directly mention the brand in text. In fact, a study by Talkwalker found that Starbucks would miss more than 30,000 logo mentions each week without ____________.

Accepted Answer

Visual listening is the correct answer because it refers to the process of monitoring images shared on social media for brand logos or images, even when the brand is not mentioned in the text. This is crucial for companies like Starbucks to track their brand's presence and engagement on social media effectively.

Question 8

An organization's biggest fans and biggest haters can be the loudest on social media, yet, they likely only make up about 1 percent of the total customer base. Still, this group can heavily influence __________ on social media.

Accepted Answer

The biggest fans and haters of an organization are often the most vocal on social media, and their extreme opinions can significantly influence the overall sentiment about the organization on these platforms. Sentiment refers to the general attitude or emotion that is being expressed towards a subject, in this case, the organization, and is heavily impacted by vocal minorities.

Question 9

Frito-Lay's #DoUsAFlavor campaign is a great example of why social media teams should be ready to respond and take note. How has this campaign helped Frito-Lay?

Accepted Answer

The #DoUsAFlavor campaign by Frito-Lay crowdsources new Lay's chip flavors by encouraging consumers to submit their own flavor ideas, which helps in engaging the audience and generating innovative product ideas.

Question 10

Atticus monitors trending topics, and then he decides if it makes sense for his company to jump into the conversation. When ___________, Atticus is careful to avoid capitalizing on natural disasters, tragedies or days of remembrance, though, to avoid being insensitive.

Accepted Answer

Newsjacking is the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. Atticus's approach of deciding when it's appropriate for his company to engage in conversations around trending topics, while being mindful of the context to avoid insensitivity, aligns with the principles of newsjacking.

Question 11

Tatum has made a list of her organization's social media handles, branded hashtags, products and services, slogans, key people in the organizations, and industry buzzwords to help her set up Brandwatch. Tatum is most likely _______________.

Accepted Answer

Tatum is setting up a social listening search. The items she has listed (social media handles, branded hashtags, products and services, slogans, key people, and industry buzzwords) are all elements that would be used to monitor conversations and mentions related to her organization on social media and the web, which is the essence of social listening.

Question 12

Dayana is planning and scheduling content for social media using tools like Buffer and Sprout Social. But she also knows the key to creating content is to understand the main forms - text, images and video - and how ________________.

Accepted Answer

They can engage users is crucial for creating effective social media content. Understanding how different forms of content (text, images, video) can engage users helps in crafting strategies that increase interaction, shares, and overall engagement on social media platforms.

Question 13

Wall Street Journal's Elizabeth Holmes wrote, "A picture may be worth a thousand words, but on social media you need __________."

Accepted Answer

Elizabeth Holmes emphasizes the importance of a caption to accompany images on social media, highlighting how text can add context, meaning, or engagement to a picture beyond its visual appeal.

Question 14

Ashlyn's goal for captioned pictures are for the image and the writing to _______. She's hoping the image will capture viewers' attention, and they will look to the caption for more information. And if the caption is well written, they will look again at the image, perhaps with a new perspective.

Accepted Answer

Ashlyn's goal is for the image and the writing to enhance each other's effect, which is described by the term "complement each other." This creates a cycle of engagement between the image and the caption, enriching the viewer's experience.

Question 15

The more people view video on mobile devices in noisy or public places, the more they need subtitles to help them understand what they are watching, especially when the sound is off. Subtitles can't just transcribe video, though. ___________ a video by using text, typography and graphics can communicate a message without the need for audio.

Accepted Answer

The answer of The more people view video on mobile...

Question 16

Photo-based platforms of social media have been built, adopted, and grown into central channels for many public relations efforts. Snapchat, Instagram, and Pinterest would not exist without __________.

Accepted Answer

Snapchat, Instagram, and Pinterest are all platforms that primarily rely on images for content sharing and interaction, making images essential for their existence and operation.

Question 17

Hank, a social media specialist, strives to have a _______ visual aesthetic across his organization's various social media platforms. He achieves this by using similar themes, colors and typography. But Hank is also cognizant of the unwritten rules of each social platform, such as sharing different images on Facebook from LinkedIn.

Accepted Answer

Hank aims for a uniform look and feel across all platforms, which is described as being consistent. This involves using similar themes, colors, and typography to maintain a recognizable and coherent visual identity.

Question 18

Danica is a PR specialist at a multiservice public relations agency. She decides to do pro bono work for her client, a nonprofit animal abuse prevention agency, which needs a brochure to get their message out. Since they have limited funds, she opts to use free online images for the brochure. These images are found in _________.

Accepted Answer

Images in the public domain are not protected by copyright and can be used freely for any purpose, making them suitable for a nonprofit with limited funds.

Question 19

Public relations practitioners use __________ services to host press conferences, open corporate events to outside audiences, launch new products, and engage in live public forums.

Accepted Answer

Live streaming services are used by public relations practitioners to host various events and engage with the public in real-time, making it an effective tool for communication and outreach.

Question 20

Facebook found that video ads using _______ gain more views and interaction rates than other story types. Though videos should challenge the viewer to piece together the story, they should still be easy to digest.

Accepted Answer

Non-linear story arcs in video ads tend to engage viewers more effectively by challenging them to piece together the story, while still being accessible and easy to digest, leading to higher views and interaction rates.

Quiz 10: Social Media and Mobile