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Final Exam

Terms in this set (70)

[t/f] Blogs need to offer something to the reader to gain readership, not simply be a means to sell services
true
Knowing your blog audience includes
Knowing who reads your blog
Identifying what readers are interested in
Knowing who you want to reach with the blog
[t/f] Your blog policy should identify the policy for posing comments and replying to them
true
blogs can be used to
Cultivate a corporate voice
Establish a company as a thought leader
Gain media coverage
SEO stands for

and is important for
search engine optimization

blogs
The 30% of content in the 50/30/20 Rule is
About something that shows the personality of the company
How many posts per week on Facebook should companies aim for?
4-5
[t/f] All engagement is good for a company on Facebook
false
[t/f] Negative posts about your company on Facebook should be deleted
false
on facebook posts, companies should
Not use all capital letters
Engagement between companies and the public on Twitter is highest
on weekends
To increase public confidence in what a company is saying over Twitter they should
have a verified account
[t/f] The most important factor for engagement and to increase/retain followers is to tweet often
false
[t/f] Tweets that start a crisis because they are inappropriate like we saw with the Kenneth Cole and Red Cross examples should be deleted
true
Twitter works well for providing exclusive content such as
Discounts to followers
Behind the scenes content
Contests
[t/f] Pinterest took off quickly with everyone
false
To help "humanize" a company, Pinterest can be used
With posts from employees
With pictures that provide insight into who works there
To show the history of the company
[t/f] Pinterest allows companies to engage with the public
true
Pinterest can be effective
To help spread messages during a crisis
To tell a story
To engage employees
Pinterest is a tool for
Both collecting and organizing
[t/f] Podcasting is used by most companies
false
For podcasting to be done successfully a company must
keep content interesting
[t/f] Podcasts can only be posted in blogs
false
The best length of time for a podcast is
depends on the needs of your listeners
Podcasting is a tool for
Employees
Customers
Anyone seeking information on a topic
[t/f] YouTube is used by most Fortune companies
true
YouTube videos for companies should
Be shared through social media
Be on a channel
Include TV advertisements
[t/f] With hard work a company can guarantee a viral video on YouTube
false
Typically, the best length of time for a company video for entertainment on YouTube is
under two minutes
[t/f] YouTube needs to be monitored by companies because a crisis can start there
true
[t/f] Most companies are actively using online gaming
false
Companies can use online games for
Employee training
Customer engagement
Engagement
[t/f] Company reward programs can successfully have a gaming element to them
true
[t/f] Gamification can be used for creating brand advocates
true
[t/f] Second Life can provide real life services
true
[t/f] If something on Wikipedia isn't correct about a company, they can just go in and change it
false
the reasons that Wikipedia is so influential for companies is because
It is a top landing site in search engines
Many people view corporate articles
They are often updated immediately in a crisis
[t/f] Wikipedia is an encyclopedia so it's all correct information
false
Forums were originally called
online bulletin boards
Message boards or forums allow companies to
Build relationships
Monitor discussions
Learn new uses for their products
[t/f] You should strive to be below your industry's social media benchmark
false
To identify your audience, you need to identify their psychographics. What are psychographics?
values
[t/f] Measurement can be used to identify the success of a single post
true
When considering your time allocation for social media, the most time should be allocated for
watching
When considering your time allocation for social media, the least amount of time should be allocated for
curating
[t/f] Companies need to make sure to have content for the media on their mobile websites
true
In Foursquare you can
Win badges
Post tips
Dislike a place
[t/f] Data available online about people can be harvested to use for individualized advertising
true
Instagram allows companies to
Post videos
Post pictures
Learn more about their customers
The main reason mobile is important to companies is because
Mobile searches lead to action
[t/f] Budget isn't important with social media since most measurement tools are free
false
Companies need to measure based on
both listening and monitoring
[t/f] Sentiment should be considered in monitoring
true
Reach includes
number of followers
listening measures
Issues people are having with your company
[t/f] Companies need to worry about every negative message
false
the best tool for managing a crisis is
Both listening and responding/taking action
[t/f] The only crisis that a company needs to actively manage is the big ones that are making an impact
false
The best way to respond to a crisis is
By using the outlet where the crisis happened
When responding to a crisis companies should
Be authentic
Be transparent
Have a spokesperson
[t/f] You need to scrub down your social media accounts so potential employers/clients don't see you having fun at a party
false
It's important to use LinkedIn to
Find jobs
Provide detailed information about your career
Network
[t/f] Blogs can be a good tool to demonstrate your knowledge on a subject
true
your Twitter account should be used to
show your interest in a topic
[t/f] Anyone in the strategic communications field must have an account in all the major social media tools
false
a video on _____ works best to respond during a crisis
YouTube
Twitter is not a social networking site, it is a
microblog
in ______ you can dislike things, become mayor and add pictures
Foursquare
By viewing and sharing photos in Pinterest that are not directly business-related, companies can confuse customers but also
form strong relationships
social media measurement is not easy and does not need a budget (t/f)
true
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