Deck 10: Social Media

Question 1

Indications of the significance of social media include all the following EXCEPT

A) the appointment of the first White House Director of New Media.
B) the appointment of blogger Karen Hughes as chief communications officer by President George W. Bush.
C) Facebook's $104 billion value after one trading day.
D) the role of Twitter in reporting the death of Osama Bin Laden.

Answer 1

the appointment of blogger Karen Hughes as chief communications officer by President George W. Bush.

Question 2

Despite all the clamor about social media, public relations practitioners must seriously bear in mind, social media is only

A) a fad.
B) a trend.
C) a strategy.
D) a tool.

Answer 2

a tool.

Question 3

Technically, the ________ is a cooperatively run, globally distributed collection of computer networks that exchange information via a common set of rules.

A) ARPANET
B) World Wide Web
C) Internet
D) Hypertext Markup Language

Answer 3

Internet

Question 4

The worldwide growth in Internet users from 2007 to 2012 was 2.27 billion. Which area dominated the growth?

A) Asia
B) The Middle East
C) Europe
D) Oceania

Question 5

Among the giant survivors of the "great high-tech s" of the 1990s is

A) eBay.
B) Google.
C) Twitter.
D) YouTube.

Question 6

Which of the following is NOT true regarding the Internet and the practice of public relations?

A) The number of Internet-oriented agencies continues to grow dramatically.
B) The Internet is a great potential repository of education-based information.
C) Many agencies have interactive specialists and groups.
D) A handful of firms specialize in Internet-related communications.

Question 7

For public relations professionals, journalists

A) are no longer the most important source for helping their messages be heard.
B) are the primary source for research.
C) are still their primary "customers."
D) are online but prefer receiving correspondence via "snail mail."

Question 8

Which of the following is NOT a reason to expect growth in the use of the Internet by public relations professionals?

A) need for customization
B) quest for conversation
C) need for real-time performance
D) demand by consumers to be sold rather than educated

Question 9

Because today's consumers are more media-savvy, better educated, and generally smarter, they expect the Internet to provide

A) more hype.
B) more self-promotions.
C) more education-based information.
D) more self-promotion.

Question 10

The Website serves as an organization's "first face" to the public. Which of the following is NOT important on a Website?

A) Making Websites as navigable as possible
B) Making Website information "static"
C) Creating a clearly identifiable "Media" icon and organized subsections.
D) Speaking in the organization's own voice

Question 11

How is stickiness measured?

A) by asking people about their goals
B) by monitoring the amount of time visitors spend at a site and how many pages they visit
C) by monitoring how many times a visitor goes to a competitive site
D) by tracking which locations on a site visitors click first

Question 12

Which of the following is NOT a strategic question one would want

A) How far back should we list our chronological press releases?
B) How will we track use?
C) How interactive will it be?
D) How will we enhance design?

Question 13

Which of the following is the principal benefit of having a Website?

A) access to the oldest social media tool
B) ability to offer information to the public in an organized, consolidated manner
C) elimination of roadblocks to reaching potential or current customers
D) elimination of way to monitor what others are saying about your organization

Question 14

What is SEO?

A) sales employment opportunities
B) search engine options
C) search engine optimization
D) sales enjoyment optimization

Question 15

If public relations professionals expect audiences to benefit from their Website, they

A) should strive to make it as easily navigable as possible.
B) should strive to make it "static."
C) should strive to make it less available to media members.
D) should strive to make vehicles such as news clips and publications unavailable.

Question 16

How much time visitors spend and how many pages they view on a Website is a characteristic of

A) interactivity.
B) stickiness.
C) static.
D) linkedness.

Question 17

Which of the following is among strategic questions that should be

A) Should we allow access by the mass media?
B) Should we make it interactive?
C) Should we measure site performance?
D) Should we know our ultimate goals?

Question 18

Which of the following does NOT accurately describe e-mail?

A) Email is a pervasive tool for internal organizational communication.
B) Email is a viable alternative to face-to-face communication in organizations.
C) Email is the most popular form of social communication among teenagers.
D) Email is the most popular form of social communication among senior citizens.

Question 19

Which of the following does NOT pertain to how e-mail has affected employee communication?

A) Email enables managers to deliver concerns quickly with less effort.
B) Email enables managers to deliver praise quickly with less effort.
C) Email interferes with workflow.
D) Email tends to facilitate more honest and immediate feedback than other approaches.

Question 20

Guidelines to make an e-mail newsletter useful for customers include

A) Keep them lengthy.
B) Disseminate them at regular intervals.
C) Do not include links to product offers.
D) Do not include links to full-length articles.

Question 21

Which of the following pertains generally to IM?

A) IM is a form of information management used in business.
B) IM is an offline, linear form of communication.
C) IM is especially popular among Generation Next.
D) IM limits accessibility to the person with whom you desire to communicate.

Question 22

Which of the following pertains generally to texting?

A) Texting allows for sending messages of 160 characters or more.
B) A common application of texting is business-to-business communication.
C) The least common application of texting is person-to-person messaging.
D) Texting is the most widely used mobile data service.

Question 23

Which of the following does NOT pertain generally to blogs?

A) Blogs are sometimes called Web blogs.
B) Blogs gain respect through support of geezers.
C) Blogs have been embraced by professional communicators, including those from broadcast and print media.
D) A blog is an online diary

Question 24

The theoretical of social networks stemmed from

A) an article by the CEO of Sun Microsytems.
B) an article by a telecommunications professor at MIT Media Labs.
C) the CEO of Marriott International.
D) an article by a former employee at AT&T Labs Research.

Question 25

The early description of what is now generally referred to as "social networking" sites include

A) "dumb transport"
B) "stupid network"
C) "intelligent transport"
D) "intelligent network"

Question 26

Which of the following does NOT represent a social media network that has stood the test of time?

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

Question 27

Which of the following is among the most well-known social networking sites?

A) SpaceMan
B) Twitter
C) BookFace
D) InLink

Question 28

Which of the following is the biggest social networking service, with 900 members around the world, one-quarter of everyone on the Internet, and growing by 5% every month?

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

Question 29

Which of the following is NOT one of the functions Facebook serves for public relations?

A) Attract attention
B) Relay static information
C) Facilitate two-way communication
D) Monitor conversation

Question 30

Public relations practitioners have found that Twitter can be

A) a vehicle to direct Twitters to Websites.
B) a vehicle to direct Twitters to products.
C) a means to do some cybersquatting.
D) a way to tap into conversations about particular subjects.

Question 31

Which of the following is described as "Facebook for the professional set"?

A) Picasa
B) Zoomer
C) LinkedIn
D) RevvedUp

Question 32

Which of the following is NOT one of the services LinkedIn provides for public relations professionals?

A) Notes
B) Groups
C) Polls
D) Carb Lunch

Question 33

Which of the following is an example of how YouTube helped public relations professionals?

A) Domino's CEO quick response to a video
B) the positive response to U.S. General Services Administration's rap about their junket
C) Lady Gaga's video about not eating
D) Ketchum public relations vice president's response to Memphis

Question 34

Which of the following is NOT an up-and-coming social networking site?

A) Instagram
B) Foursquare
C) Yikes
D) Pinterest

Question 35

Which of the following is a priority area targeted by social media analytics?

A) Reach and impressions
B) Number of social media outlets
C) Social media inputs
D) Amount of printed matter

Question 36

Which of the following is an easy way to distribute content on the Internet, similar to a newsgroup?

A) QR Code
B) LBS
C) RSS Feed
D) Podcast

Question 37

Which of the following is NOT an example of the dark side of social media for public relations professionals?

A) blog usage by discontented shareholders, stock manipulators, and angry customers
B) secure, unedited sites where employees can discuss corporate policies and strategies
C) urban legends about corporate horror stories spread by email
D) rogue websites that confront organizations with negative information

Question 38

Because of its immediacy and pervasiveness, the Internet has replaced human relationships as the essence of societal communication and as the essence of public relations practice.

Question 39

The Internet is a cooperatively run, globally distributed collection of computer networks that exchanges information via a common set of rules.

Question 40

Many Internet-oriented agencies flourished in the 1990s only to flame out in the early 21^st century.

Question 41

One reason Internet use by public relations practitioners will grow is the "quest for conversation."

Question 42

In the Internet Age, if public relations practitioners strive to be effective, they will NOT give into customizing their communications.

Question 43

A Website is an organization's "first face."

Question 44

A Website permits an organization to speak in its own voice.

Question 45

A "media friendly"
Website should have a clearly identifiable "media"
icon and organized subsections.

Question 46

An organization's Website provides the most important interface for various publics.

Question 47

To gather information about an organization, a journalist first contacts a public relations professional, then visits the organization's Website.

Question 48

"What's the purpose of a Website?" and "Who should be responsible for it?" are among significant questions that must be answered before a Website is created if that Website is to be successful.

Question 49

Because evaluation is a critical question in the public relations process, a practitioner ought to determine how usage of the Website will be tracked.

Question 50

E-mail has become a pervasive internal communications vehicle largely replacing traditional print and fax technology as a method for rapid delivery of information.

Question 51

Instant messaging is the most pervasive of communications vehicles used in business communication.

Question 52

Like instant messaging, texting has become an important employee communications vehicle.

Question 53

Blogs continue to be a tool of so-called fringe media.

Question 54

Audiences see through a company's traditional "ad speak"
and have begun to consider blogs as a type of third-party "endorser"
of products and services.

Question 55

A blog gains respect through the support of "sneezers" or early adopters within a social group.

Question 56

While the verdict on the effectiveness of CEO blogs is still out, it is apparent that they can serve as a public relations vehicle for disseminating news.

Question 57

YouTube is the biggest social networking service.

Question 58

One of the community-building purposes of Facebook is to network with the media.

Question 59

In 2012, Twitter broke the news about singer Whitney Houston's death 27 minutes before mainstream media reported the story.

Question 60

Social media engagement includes sales, blog posts, comments, and retweets.

Question 61

With the various sites and practices that the Internet permits, good advice for public relations people regarding the Internet is to stay alert and monitor their own and the various sites on the Net.

Question 62

Rogue websites like Walmartsucks.com are put up by the companies featured on the sites so people have a place to vent their frustrations.

Question 63

Do the Internet and social media hold promises for the future of public relations? If so, why?

Question 64

Summarize some of the overall benefits of cyberspace to public relations practitioners.

Question 65

What questions should public relations practitioners answer when considering establishing a Web presence for themselves and their clients?

Question 66

Distinguish instant messaging from texting.

Question 67

Discuss the evolution of blogging, its impact on public relations to day, and potential impact in the future.

Question 68

Define social networks, social networking, and social media, and discuss their relevancy to the practice of public relations.

Question 69

Describe the "dark side" of online communications for public relations professionals.