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

Test Bank

Multiple Choice

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

A. Traditional media

B. Social media

C. Digital media

D. Creative media

Learning Objective: 1-1: Define social media.

Cognitive Domain: Knowledge

Answer Location: How Do We Define Social Media?

Difficulty Level: Easy

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

Learning Objective: 1-3: Explain the evolution of social media over time.

Cognitive Domain: Knowledge

Answer Location: How Do We Define Social Media?

Difficulty Level: Easy

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 reputation

B. An avatar

C. A profile

D. Personal brand

Learning Objective: 1-1: Define social media.

Cognitive Domain: Knowledge

Answer Location: How Do We Define Social Media?

Difficulty Level: Easy

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

A. famous

B. a viral sensation

C. a fan of Star Wars

D. known for live video

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media.

Cognitive Domain: Comprehension

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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

Learning Objective: 1-1: Define social media.

Cognitive Domain: Comprehension

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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

A. Facebook Live

B. WordPress

C. LinkedIn

D. Instagram

Learning Objective: 1-2: Differentiate between social media platforms.

Cognitive Domain: Knowledge

Answer Location: The Current State of Social Media

Difficulty Level: Easy

7. The CEO of Snapchat is ______.

A. Mark Zuckerberg

B. Jack Dorsey

C. Susan Wojcicki

D. Evan Spiegel

Learning Objective: 1-3: Explain the evolution of social media over time.

Cognitive Domain: Knowledge

Answer Location: Who “Owns” Social Media?

Difficulty Level: Easy

8. Facebook developed their Timeline feature back in ______.

A. 2005

B. 2011

C. 2007

D. 2012

Learning Objective: 1-3: Explain the evolution of social media over time.

Cognitive Domain: Knowledge

Answer Location: Who “Owns” Social Media?

Difficulty Level: Easy

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.

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Analysis

Answer Location: Which Social Media Platforms Should I Use?

Difficulty Level: Hard

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

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Application

Answer Location: Which Social Media Platforms Should I Use?

Difficulty Level: Medium

11. One of the challenges for social media research is in determining how best to measure the concept of ______.

A. engagement

B. attitudes

C. planned behavior

D. insight

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media

Cognitive Domain: Comprehension

Answer Location: What Can Science Tell Us About Social Media?

Difficulty Level: Medium

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

A. Creative decision making

B. Informed decision making

C. Human interaction marketing

D. Influencer marketing

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Knowledge

Answer Location: How Is Social Media Like an Art?

Difficulty Level: Easy

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

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media.

Cognitive Domain: Knowledge

Answer Location: How Is Social Media Like an Art?

Difficulty Level: Easy

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

Learning Objective: 1-2: Differentiate between social media platforms.

Cognitive Domain: Knowledge

Answer Location: The Current State of Social Media

Difficulty Level: Easy

True/False

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

Learning Objective: 1-1: Define social media.

Cognitive Domain: Comprehension

Answer Location: Introduction

Difficulty Level: Medium

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

Learning Objective: 1-1: Define social media.

Cognitive Domain: Comprehension

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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

Learning Objective: 1-1: Define social media.

Cognitive Domain: Comprehension

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media.

Cognitive Domain: Comprehension

Answer Location: How Is Social Media Like An Art?

Difficulty Level: Medium

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

Learning Objective: 1-3: Explain the evolution of social media over time.

Cognitive Domain: Comprehension

Answer Location: How Can We Bridge Science and Art Effectively?

Difficulty Level: Medium

Short Answer

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?

Learning Objective: 1-1: Define social media.

Cognitive Domain: Application

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Analysis

Answer Location: Which Social Media Platforms Should I Use?

Difficulty Level: Hard

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

Learning Objective: 1-1: Define social media.

Cognitive Domain: Application

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

4. Outline the main considerations that are a social media professional should consider before choosing a particular social media platform.

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Application

Answer Location: Which Social Media Platforms Should I Use?

Difficulty Level: Hard

Essay

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?

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Analysis

Answer Location: The Current State of Social Media

Difficulty Level: Hard

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

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media.

Cognitive Domain: Analysis

Answer Location: Bridging the Science and Art of Social Media

Difficulty Level: Hard

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.

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Application

Answer Location: How Do We Define Social Media?

Difficulty Level: Medium

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.

Learning Objective: 1-4: Identify the main considerations for using social media strategically.

Cognitive Domain: Application

Answer Location: Which Social Media Platforms Should I Use?

Difficulty Level: Hard

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.

Learning Objective: 1-5: Identify the key characteristics of the science and art of social media.

Cognitive Domain: Application

Answer Location: Bridging the Science and Art of Social Media

Difficulty Level: Hard