Chapter 1: Introduction to Social Media: An Art and Science

Test Bank

Multiple Choice Questions

1. ______ is a wide range of online, word-of-mouth forums including blogs, company-sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, microblogs.

A. Traditional media

B. Social media

C. Digital media

D. Creative media

2. ______ and ______ need to emerge for people to understand the importance of social media.

A. Engagement; interactions

B. Paid media; earned media

C. Conversations; relationships

D. Metrics; data

3. ______ focuses on allowing users to share and create information, disseminate ideas in various forms, share content, and respond to these pieces of content to create a consistent image across the different platforms.

A. Online persona

B. Avatar

C. Profile

D. Personal brand

4. Chewbecca Mom became infamous when she filmed herself on Facebook Live wearing a Chewbecca mask from Kohl’s is an example of ______.

A. becoming famous

B. becoming a viral sensation

C. becoming a fan of Star Wars

D. becoming known for live video

5. User-generated content focuses on ______.

A. content that is branded and used by the corporation

B. content that is branded and used by the corporation and its audiences

C. content that is created by the user

D. content that is created by the brand

6. Livestreaming apps are one popular form of social media, and examples that fall into this category includes all EXCEPT ______.

A. Facebook Live

B. Periscope

C. LinkedIn

D. Instagram

7. The CEO of Snapchat is ______.

A. Mark Zuckerberg

B. Jack Dorsey

C. Susan Wojcicki

D. Evan Spiegel

8. Facebook developed their Timeline feature back in ______.

A. 2005

B. 2011

C. 2007

D. 2012

9. What is considered to be thought leadership?

A. Creating social media profiles and stating to the world you are a leader in the business with titles such as change evangelist, gurus, and social media expert.

B. Posting content that others have shared on your own account and for your audiences.

C. Disseminating only certain types of content on certain platforms that get the most traction and viewership.

D. Brands, individuals, and organizations can become experts in their area as they continue to produce, share, and create content where they become the go-to resource for innovative ideas, persuading people to take action in response for their created content.

10. The time and frequency of posts are one of the main categories to consider. This is classified as ______.

A. voice

B. analytics

C. audience

D. purpose

11. Ted Rubin coined the term RoR which stands for ______.

A. Return on Relationships

B. Return on Reruns

C. Rejuvenating old Relationships

D. Rejuvenating ongoing Reddits

12. ______ focuses on taking insight into the account when evaluating data and analytics.

A. Creative decision making

B. Insight decision making

C. Human interaction marketing

D. Influencer marketing

13. Gary Vee, or otherwise known as Gary Vaynerchuk, has created his presence in the industry due to his active and branded form of storytelling with videos through his videographer, DRock. This is called ______.

A. vlogging

B. blogging

C. content creation

D. research

14. Visual content that is considered to be snackable seems to live on most platforms like ______.

A. Facebook and Twitter

B. Twitter and Instagram

C. Instagram and Snapchat

D. LinkedIn and YouTube

1. According to the textbook, Social media is not just a fad that can be addressed in a moment’s notice.

2. All social media platforms are the same. They do not have any defining or unique features to them.

3. Branded content is more trustworthy than user-generated content.

4. Based on what was discussed in the textbook, social media is a science, not an art.

5. Social media is owned by the community, not by one person or platform.

1. How would you define social media based on the textbook reading? What are three attributes that are considered to be part of social media?

2. What are the two things to note about storytelling for social media?

3. Discuss the differences between user-generated content and branded content.

4. Outline the main areas that are highlighted for social media professionals need to be aware of for social media.

1. Explain the current landscape of social media. What are the defining elements that need to be taken into consideration by social media professionals today?

2. Is social media a science or an art? Discuss your rationale for each and tie in current case studies discussed in the textbook.

3. Chewbacca Mom became one of the most successful Facebook Live videos ever. Discuss what made this video so successful, and what are two lessons to note for future social media campaigns.

4. You are entering the workplace and have been asked to discuss your thought leadership activities. Highlight three things you are doing to create your own thought leadership.

5. In 2017, Royal Caribbean created an “Intern-Ship” contest to find the perfect Instagram explorer to be part of the cruise experience and share content on behalf of the cruise line to drive travel destination sales and buzz. Discuss how Royal Caribbean could integrate both science and art in this campaign.