Exam 10: Social Media and Mobile

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.

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 ____________.

"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 ______________.

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 __________.

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?

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.

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 ________________.

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 _____________.

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

Davis is looking for ways to make managing his client's Facebook account more efficient. In addition to using artificial intelligence to automate responses, what else could Davis do to help him better handle the high level of engagement on his Facebook page?

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.

Influencers don't need millions of followers to be influential. Some of the most influential people may be ____________, everyday people who love an organization. They can be fiercely loyal customers, like those featured in Southwest Airlines' "Behind Every Seat is a Story" campaign.

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.

Publics make decisions every day about which organizations to trust with their personal information. Organizations have to earn that trust - not just with speeches, but with _____________, and take safeguarding confidences and protecting the privacy of their publics seriously.

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.

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

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.

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 _________.

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.

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.