Chapter 7: Social Media

Test Bank

Multiple Choice

1. Social media ______.

A. relies less on a central focal point of information and more on pockets of interested individuals finding one another on various platforms

B. relies more on a central focal point of information and less on pockets of interested individuals finding one another on various platforms

C. only allows the audience to receive content

D. only allows the audience to send content

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: What Does Social Media Do?

Difficulty Level: Medium

2. In the case of social media, ______.

A. few individuals serve as the sources of information

B. many individuals serve as the sources of information

C. trust is not conveyed on an individual basis

D. each reader can’t decide for himself or herself if that source is worthy of attention

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Many-to-Many Model

Difficulty Level: Medium

3. Selective engagement means ______.

A. readers can’t choose which news feeds to follow

B. readers can’t refine their social media selections based on their interests

C. readers “follow” certain Twitter or Instagram accounts to get information from specific individuals

D. readers have less choices in news selection

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Selective Engagement

Difficulty Level: Medium

4. Social media is valuable because ______.

A. news can’t be shared easily

B. news can’t be updated easily

C. news can’t benefit from a variety of sources

D. it allows access on all devices

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Access on All Devices

Difficulty Level: Easy

5. Twitter ______.

A. began as an outgrowth of short message services (SMS)

B. can’t be used effectively in public relations

C. can’t be used effectively in advertising

D. can’t be used effectively in news gathering

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

6. Which of the following is a drawback of using Twitter?

A. The easy use of thumb-based keyboards corrects spelling problems

B. Twitter allows you to drive traffic to your site through the use of micro-URLs

C. It can be difficult for people to understand more simple topics

D. Writers can have difficulty conveying the proper tone in so many characters, thus angering readers who misunderstand the intent behind the tweets

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Comprehension

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Medium

7. How do you create top-notch tweets?

A. start with the verb–noun structure

B. make two points each time you tweet

C. edit and tighten your tweets to eliminate unneeded words

D. use substitutions frequently to save on characters

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Knowledge

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Easy

8. What is one way to avoid potential social media misery?

A. use double entendre

B. barge in on a hashtag

C. let robots run your social media without supervision

D. prepare for the worst

Learning Objective: 7-5: Understand potential disasters associated with social media and the ways in which you can avoid them.

Cognitive Domain: Comprehension

Answer Location: How to Avoid #Fail

Difficulty Level: Medium

9. ______ often serves as a social media hub for Twitter posts, Instagram images, and live videos.

A. Facebook

B. LinkedIn

C. Twitter

D. Instagram

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

10. LinkedIn ______.

A. does not offer opportunities to share information in a more formal setting

B. allows employers to find potential candidates to fill jobs

C. does not allow employers to find potential candidates to fill jobs

D. does not allow updates as to people who viewed profiles

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

11. If you want to build a social media audience _____.

A. blitz as many social media platforms as possible

B. don’t let users know too much about you

C. produce valuable content

D. post less frequently giving them time to respond

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Building a Social Media Audience

Difficulty Level: Hard

12. Which of the following is true about LinkedIn?

A. LinkedIn is a cross between Facebook and a breakroom at work

B. individuals can’t post content of a work-oriented nature on their own page, which gets shared to the person’s connections as part of a time line

C. to improve credibility and trust among users, individuals don’t have to have an existing relationship before being allowed to connect

D. it is up to the person receiving a connection request to decide if he or she will accept that request

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Facebook and LinkedIn

Difficulty Level: Easy

13. ______ began as an outgrowth of short message services (SMS), in which users could send basic text messages to one another via mobile devices.

A. Twitter

B. Facebook

C. Storify

D. LinkedIn

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Knowledge

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Easy

14. One of the drawbacks of ______ is the quick use of thumb-based keyboards occasionally leads to spelling problems.

A. Storify

B. Twitter

C. LinkedIn

D. Facebook

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Knowledge

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Easy

15. ______ is a tool that allows journalists to select from various social media feeds and add their own information to tell a story.

A. Twitter

B. LinkedIn

C. Storify

D. Facebook

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Storytelling as a patchwork quilt

Difficulty Level: Easy

16. With social media, authority is conveyed by ______.

A. assessing the situation

B. identifying the values

C. discussing the issue with others

D. following that source’s social media accounts and deciding to share that information with one’s own followers

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Knowledge

Answer Location: Earned Trust and Authority

Difficulty Level: Easy

17. Readers ______ certain Twitter or Instagram accounts to get information from specific individuals.

A. subscribe

B. like

C. follow

D. pin

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Selective Engagement

Difficulty Level: Medium

18. The ubiquity of social media is ______.

A. not tied directly to the rise in portable digital devices that are always connected to the internet

B. tied directly to the rise in portable digital devices that are always connected to the Internet

C. tied directly to the rise in the use of the Internet

D. tied directly to the rise in the use of desktop computers

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Access on All Devices

Difficulty Level: Hard

19. ______ refers to the idea that something can spread quickly within a population from a variety of sources.

A. Growing

B. Contagious

C. Sticky

D. Viral

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Snowballing Audiences

Difficulty Level: Hard

20. It can be difficult for people to understand more complex topics via ______.

A. radio

B. TV

C. Twitter

D. computers

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

21. The tweet functions like a ______.

A. lead

B. headline and lead

C. caption

D. quote

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

22. ______ provide you with an option to meet people with similar interests and showcase your skills and products.

A. Twitter and Facebook

B. Facebook and LinkedIn

C. Twitter and LinkedIn

D. Twitter and Pinterest

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Facebook and LinkedIn

Difficulty Level: Easy

23. ______ offers a more formal setting with a stronger interest in business-based connections.

A. LinkedIn

B. Twitter

C. Facebook

D. Pinterest

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Facebook and LinkedIn

Difficulty Level: Easy

24. Social media content should follow which rule?

A. 90/10

B. 70/20/10

C. 80/20

D. 80/10/10

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Comprehension

Answer Location: Produce Valuable Content

Difficulty Level: Medium

25. When it comes to Facebook and LinkedIn, ______.

A. post for a while, then give it a break

B. don’t post frequently

C. post frequently over a short span of time

D. post frequently over an extended period of time

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Comprehension

Answer Location: Facebook and LinkedIn

Difficulty Level: Medium

26. Social media is an example of _____.

A. the many-to-many mass media model

B. the one-to-many mass media model

C. the many-to-one mass media model

D. the magic bullet theory

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Comprehension

Answer Location: Many-to-Many Model

Difficulty Level: Medium

27. The purpose of social networking sites is to give you access to _____.

A. a small, targeted audience

B. a large audience and then attract them to your portion of the site

C. friends of online publishers

D. online bulletin boards

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

True/False

1. When it comes to Facebook and LinkedIn, don’t post frequently over an extended period of time.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Comprehension

Answer Location: Facebook and LinkedIn

Difficulty Level: Medium

2. Employers can use LinkedIn to find potential candidates to fill jobs, post hiring notices, and seek connections with like-minded people and organizations.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Comprehension

Answer Location: Facebook and LinkedIn

Difficulty Level: Medium

3. Facebook and LinkedIn provide you with an option to meet people with similar interests and showcase your skills and products.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Facebook and LinkedIn

Difficulty Level: Easy

4. A tweet functions like a quote.

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

5. Viral refers to the idea that something can spread quickly within a population from a variety of sources.

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Snowballing Audiences

Difficulty Level: Hard

6. The ubiquity of social media is tied directly to the rise in portable digital devices that are always connected to the Internet.

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Knowledge

Answer Location: Access on All Devices

Difficulty Level: Easy

7. Readers “follow” certain Twitter or Instagram accounts to get information from specific individuals.

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Selective Engagement

Difficulty Level: Medium

8. With social media, authority is conveyed by its advertisements.

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Knowledge

Answer Location: Earned Trust and Authority

Difficulty Level: Easy

9. Twitter is a tool that allows journalists to make sense of all of these elements as they select from various social media feeds and add their own information to tell a story.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Storytelling as a Patchwork Quilt

Difficulty Level: Easy

10. One of the drawbacks of Twitter is the quick use of thumb-based keyboards occasionally leads to spelling problems.

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Knowledge

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Easy

11. Facebook began as an outgrowth of short message services (SMS), in which users could send basic text messages to one another via mobile devices.

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Knowledge

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Easy

12. LinkedIn is a cross between a job fair and a breakroom at work.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Knowledge

Answer Location: Facebook and LinkedIn

Difficulty Level: Easy

13. One way to build a social media audience is to produce boring content.

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Building a Social Media Audience

Difficulty Level: Hard

14. The trick to finding the right mix of timely and engaging content is to watch your analytics.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

15. Facebook often serves as a social media hub for Twitter posts, Instagram images, and live videos.

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

16. One way to avoid failing when connecting with your audience is to appropriate someone else’s campaign.

Learning Objective: 7-5: Understand potential disasters associated with social media and the ways in which you can avoid them.

Cognitive Domain: Comprehension

Answer Location: How to Avoid #Fail

Difficulty Level: Medium

17. Twitter can be a difficult platform to master, but it is worth the time, given the large audience that uses it and the way in which viral sharing can dramatically increase your visibility across multiple publics.

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

18. Social media is valuable because it can be accessed on all devices.

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Application

Answer Location: Access on All Devices

Difficulty Level: Hard

19. Selective engagement means readers “follow” certain Twitter or Instagram accounts to get information from specific individuals.

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Selective Engagement

Difficulty Level: Medium

Short Answer

1. How does social media work as a communications platform?

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: What Does Social Media Do?

Difficulty Level: Medium

2. Why is social media valuable?

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Why Is Social Media Valuable?

Difficulty Level: Medium

3. How does a tweet function?

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

4. How can you use Facebook to cultivate your audience?

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

5. What are the key elements for building your social media audience?

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Building a Social Media Audience

Difficulty Level: Hard

Essay

1. How can you avoid potential disasters associated with social media?

Learning Objective: 7-5: Understand potential disasters associated with social media and the ways in which you can avoid them.

Cognitive Domain: Comprehension

Answer Location: How to Avoid #Fail

Difficulty Level: Medium

2. What are some of the things that make social media valuable?

Learning Objective: 7-1: Understand the basic benefits of using social media to connect with your readers.

Cognitive Domain: Comprehension

Answer Location: Why Is Social Media Valuable?

Difficulty Level: Medium

3. How can you write a good tweet?

Learning Objective: 7-3: Evaluate a tweet for accuracy, clarity and appropriateness.

Cognitive Domain: Application

Answer Location: Twitter: News Anywhere, 280 Characters at a Time

Difficulty Level: Hard

4. What is the difference between Facebook and LinkedIn?

Learning Objective: 7-4: Compare and contrast social media and traditional media with regard to usage, trust and value.

Cognitive Domain: Application

Answer Location: Facebook and LinkedIn

Difficulty Level: Hard

5. How can you build your social media audience?

Learning Objective: 7-2: Determine ways to best cultivate and grow an audience for your social media.

Cognitive Domain: Application

Answer Location: Building a Social Media Audience

Difficulty Level: Hard