Chapter 14: How Social Media Is Applied: Exploring Different Specializations + Case Studies I

Test Bank

Multiple Choice

1. The ultimate purpose of using social media for the entertainment industry is to ______.

A. generate buzz and motivate others to take action

B. sell tickets

C. increase follower base

D. promote celebrities to gain influence online

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Medium

2. Which of the following is a best practice for entertainment professionals when it comes to social media?

A. do not hire someone to handle content creation

B. have a strategy in place

C. focus on new followers instead of loyal fans

D. bombard as many platforms as possible

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Medium

3. Social media crises, according to Tim Coombs, are often compared to ______.

A. puppies

B. zombies

C. diseases

D. decaf coffee

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

4. Which of the following is an attribute of a social media crisis?

A. It is the same as a traditional crisis.

B. It rapidly spreads from person to person.

C. The situation does not typically become a traditional news story.

D. It only happens in certain industries.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

5. What were some of the implications that resulted in the social media crisis for Equifax?

A. They did not do their research on the trending hashtag.

B. They did not think of the impact of the situation raised by their employees.

C. They did not recognize the tone and concern they expressed on social media.

D. They overlooked the impact of the role advocates played in hijacking the hashtag.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

6. The United crisis example shared the impact of a live streaming video of a passenger getting dragged off a flight. What happened that resulted this situation to be a bigger crisis for the brand on social media?

A. They did not embrace hashtags correctly.

B. Their accounts were hacked by hackers in Ukraine.

C. The ceo did not have the best response to the situation.

D. They did not take advantage of the situation with influencers and celebrities.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

7. Which of the following is a best practice for crisis communication efforts on social media?

A. use the crisis to your advantage to make a profit

B. setting up the necessary listening and monitoring strategies

C. not identifying fake news

D. providing promoted tweets or updates

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

8. Journalists are part of the news organization and need to be aware of social media, and they have to follow certain guidelines EXCEPT ______.

A. being responsible and fair to the stories

B. only responding to those accounts that are verified

C. being confidential

D. being careful with what is stated on social media

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Medium

9. ______ has been one of the main ways for journalists to use social media.

A. Breaking news

B. Spamming audiences

C. Automating responses

D. Posting ads

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Knowledge

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Easy

10. The NPR has listed their social media guidelines to maintain a level of professional conduct that reflects the role of the journalist and news outlet. This is referred to as a ______.

A. crisis plan

B. strategic plan

C. social media code

D. ethical code and policy

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Knowledge

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Easy

11. ______ is a master at using social media to create intrigue by using cryptic messages and surprise announcements to keep her fans engaged.

A. Billie Eilish

B. Taylor Swift

C. Beyonce

D. Reese Witherspoon

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Medium

12. ______ are humorous pieces of content that comment on trends, events, perspectives, and entertainment and are spread across different online platforms.

A. Hashtags

B. Memes

C. Trending topics

D. Trolls

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Memes

Difficulty Level: Medium

13. Social media is a(n) _______ form of communication that is part of every business, industry, and discipline.

A. perfect

B. hub

C. antiquated

D. obscure

Learning Objective: 14-1: Identify the areas in which social media can be applied.

Cognitive Domain: Comprehension

Answer Location: How Social Media Is Applied

Difficulty Level: Medium

14. Entertainment professionals have to create a lot of content for their work in social media. What are some examples of some of the content they have to create?

A. They have to create only press releases and media kits.

B. They have to do strategic briefs.

C. They have to do only graphic and social media assets.

D. They are responsible for social, visual, and traditional pieces of content.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Medium

15. ______ is the field that has to prepare statements, scenarios, and listen to and monitor reports before, during, and after a given situation.

A. Sports

B. Entertainment

C. Crisis

D. Journalism

Learning Objective: 14-1: Identify the areas in which social media can be applied.

Cognitive Domain: Knowledge

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Easy

True/False

1. Thuzio is focused on specializing in only the entertainment industry.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Medium

2. The entertainment industry needs to understand social media on the celebrity side only.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Knowledge

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Easy

3. Most media outlets, like The New York Times, have outlined social media policies for their reporters.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Medium

4. Memes should not be used by companies to enhance brand image.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Memes

Difficulty Level: Medium

5. One of the biggest challenges that journalism faces on social media is fake news.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Knowledge

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Easy

Short Answer

1. What are two best practices for journalists to follow when it comes to social media practices?

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Medium

2. Why is it important to go where the crisis first started online? Name a case study where this happened.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

3. Name two things entertainment professionals can use social media for and evaluate how it has impacted their work.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Hard

4. What are two things to note for best practices in crisis communication?

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Medium

5. What could happen if an employee goes rogue?

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Hard

Essay

1. You are working in the entertainment field and want to get your start working in social media. Outline the current expectations that are happening in the field and three steps you will take to accomplish these steps.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Hard

2. Respond to the statement, “Social media crises are the same as traditional crises.” Justify your response and highlight a case study that supports your point.

Learning Objective: 14-2: Discuss how the entertainment, crisis communication, memes, and journalism fields use social media.

Cognitive Domain: Analysis

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Hard

3. You are working for Elon Musk and Tesla, and you are seeing a trending hashtag emerge (#TeslaBankrupt) after a report has come out related to their financial standing in the industry. You suspect this is a fake news story but it’s gaining traction in the media and among key influencers. Discuss how you would approach this situation, and what strategies you will take to address this in a proactive manner.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Application

Answer Location: Overview of Social Media and Crisis Communication

Difficulty Level: Hard

4. After moving to Hollywood, you are able to get a meeting as a new social media manager for Justin Timberlake. He’s interested in taking his social media game to the next level for his new album release, but he wants your advice on what else he should be doing. Discuss two ideas you have and what he could do to engage with fans more on social media to generate buzz.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Application

Answer Location: Overview of Social Media and Entertainment

Difficulty Level: Hard

5. You are applying for a local news position and will be working in social media. You come to your first day of work and realize there are no policies related to ethical protocols on social media. Discuss your plan to implement one of these plans and outline the components that will be in this plan.

Learning Objective: 14-3: Explain the best practices and guidelines for social media for sports, entertainment, crisis communication, and journalism professionals.

Cognitive Domain: Application

Answer Location: Overview of Social Media and Journalism

Difficulty Level: Hard