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Comm 204 > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

Stats on social media sharing

A

100 hours of video to YouTube every 60 seconds

Sharing more than 4.75 billion pieces of content on Facebook every 24 hours

Send 500 million new tweets daily

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2
Q

Essential elements of “sticky” social media

A

Storytelling: Tap into emotions. Tell a story that helps consumers understand and care about the idea behind it.

Social Currency: How we look to others matters. Create stories that are remarkable & unusual.

Influencers: Maximize people “in the know” who have impact over others.

Sharable: Produce content that is so extraordinary people willingly share it with others. Make it easy to share by including share buttons.

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3
Q

How to make a good first impression with social media

A
  • accessible
  • easy to share
  • easy to find
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4
Q

Components of an ideal online media center

A
  • press releases
  • company backgrounds/statements
  • leadership team
  • multimedia
  • products
  • FAQs/fact sheets
  • speakers or interview topics
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5
Q

Modern press releases

A 
Contact information
     -the headline
The introductory paragraph
     -using the standard inverted pyramid
          -who, why, what, when, and where
Supporting paragraphs/details
Anchor text links
Facts and stats
Multimedia
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6
Q

Developing your news release strategy

A
  • research your public’s persona
  • develop an editorial calendar for news releases
  • implementing a news release strategy to reach publics directly is like publishing an online news service
  • big news is great, but don’t wait. Write about pretty much anything your organization is doing.
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7
Q

How to reach your publics directly

A
  • Simultaneously publish your news releases to your website
  • The importance of links in your news releases
  • Focus on the keywords and phrases your publics use
  • Include appropriate social media tags
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8
Q

Content management system (CMS)

A

A content management system is a computer application that supports the creation and modification of digital content
-it is often used to support multiple users working in a collaborative environment

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9
Q

Post vs. page

A

Post:

  • reverse chronological order
    • date driven
  • organized with categories and tags
  • collected on archive pages (date, category, tag)

Page:

  • static content or information
  • hierarchical structure
    • not part of the date-driven post stream
    • have parent pages
  • have no categories or tags
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10
Q

5 reasons to use photos in social media campaigns

A
  • people are visual beings
  • share photo streams
  • tag it
  • creative commons
  • chat, chat, chat
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11
Q

Creative Commons

A

Creative common’s tools give everyone from individual creators to large companies and institutions a simple, standardized way to keep their copyright while allowing certain uses of their work

 - a "some rights reserved" approach to copyright
 - which makes their creative, educational, and scientific content instantly more compatible with the full potential of the internet
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12
Q

SEE CREATIVE COMMONS SYMBOLS

A

SEE CREATIVE COMMONS SYMBOLS

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13
Q

How to address CC

A

Works published by (name) are licensed under CC: (creative commons licenses)

Photo from (where) by (name) are licensed under CC: (creative commons licenses)

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14
Q

Establishing the groundwork for engagement

A
  • Trust and respect
  • Values
    • integrity, respect, humility, teamwork, and accountability
  • Fluidity
  • Avoidance of zero-tolerance
  • Lack of jargon
  • Sensibleness
  • Friendliness
  • Consistency
  • Clear consequences
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15
Q

Initial entry strategy: passive vs. active

A

Passive strategy:

  • search
  • listen
  • respond

Active strategy:

  • create
  • engage
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16
Q

Engagement - principles for success

A
  • participatory
  • authentic
  • resourceful
  • credible
17
Q

Rules of engagement

A
  1. use social media channels as intended
  2. don’t be a dirty spammer
  3. assume people don’t care about the product
  4. have a personality
  5. provide context when seeking connections
  6. be transparent
  7. talk about the topic
  8. social media profiles are not billboards
  9. be nice
18
Q

CC License Variations

A

Attribution (BY)
Attribution - Share Alike (BY-SA)
Attribution - Non-Commercial (BY-NC)
Attribution - Non-Commercial - Share Alike (BY-NC-SA)
Attribution - No Derivatives (BY-ND)
Attribution - Non-Commercial - No Derivatives (BY-NC-ND)

19
Q

Millennial-Era Crises

A
  • More than 28% of reported crises spread internationally within 1 hour
  • Over 2/3 spread within the first 24 hours
  • 50% of communications professionals believe organizations are not adequately prepared to handle such situations
  • 94% think that failure to effectively define how to handle online issues leaves an organization open to ‘trial by twitter”
20
Q

Examples of poor crisis communication

A
  • BP Oil spill

- United airlines

21
Q

Five Stages of Crisis Management

A
  1. Prepare in advance
    • create a plan
    • set up monitoring tools
  2. Isolate the origin
    • identify where the crisis originated and on which social channels
    • don’t fight back - with journalists or consumers
  3. Evaluate the impact
    • take inventory of the situation
    • establish a clear chain of command
  4. Mitigate the crisis
    • respond quickly and with empathy
    • take appropriate action
  5. Learn from the crisis
    • when it’s over go back and review
22
Q

Social Media Models and Framework: R.A.C.E. four-step model

A

Research - Action - Communication - Evaluation

23
Q

Social Media Models and Framework: R.O.P.E. four-step model

A

Research - Create objectives - Plan - Evaluation

24
Q

Social Media Metrics Model

A 
Exposure
Engagement
Influence
Impact
Advocacy
25
Q

Social Media Metrics Model: Exposure

A

Create potential audience exposure to content & message

26
Q

Social Media Metrics Model: Engagement

A

Interaction that occurs in response to content on an owned channel (engaging with you)

Also earned social conversation (talking about you)

27
Q

Social Media Metrics Model: Influence

A

Ability to cause or contribute to a change in opinion or behavior

28
Q

Social Media Metrics Model: Impact

A

Effect of a social media campaign, program or effort on the target audience

Also value - the financial impact

29
Q

Social Media Metrics Model: Advocacy

A

Act of pleading or making the case for something. Includes positive sentiment and pone of the following:

  • a recommendation
  • a call to action to purchase
  • suggested usage or suggested change to opinion
30
Q

Social Media Measurement Standards

A
  • Content and sourcing
  • Reach and impressions
  • Engagement and conversation
  • Opinion and advocacy
  • Influence
  • Impact and value
31
Q

Strategic and Tactical Social Media Plan Template

A 
1. Research
(Goal)
2. Objectives
     -specific, measurable, attainable, relevant, and timely
3. Strategy
4. Tactics
5. Implementation, budget, and timeline
6. Reporting and evaluation

Comm 204 (2 decks)

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