Midterm Flashcards
(65 cards)
1
Q
What are the 3 points of the rhetorical triangle?
A
1) Ethos
2) Pathos
3) Logos
2
Q
What is ethos? Example?
A
- Building the trust of the audience by establishing your credibility and authority.
- You have authority to speak on literature if you have a degree in English
3
Q
What is pathos? Example?
A
- Appealing to the audience’s emotions, values, and interests
- Knowing your audience and using suitable language for their level of understanding
- Appealing to Canadian’s family values when discussing the need to prevent climate change
4
Q
What is logos? Example?
A
- Emphasis on logic and reason
- Using statistics to make an argument
5
Q
What is communication?
A
Sending and receiving information
6
Q
What is the transactional communication model?
A
- The sender sends a message along a channel to a receiver.
- The receiver sends back feedback to improve communication
7
Q
What is social media?
A
Web-based and mobile technologies used to turn communication into interactive dialogue that allows the creation and exchange of user-generated content
8
Q
What is social media based on?
A
- Web 2.0
- 2 way communication
9
Q
What is web 1.0?
A
- Read-only
- Focused on companies (e.g. Britannica online)
- Netscape
10
Q
What is web 2.0?
A
- Read/write
- Sharing content
11
Q
What is web 3.0?
A
- Portable, personal
- Consolidating dynamic content
- User engagement
12
Q
What is participation?
A
- Something social media promotes
- Encourages contributions and feedback from everyone who is interested
13
Q
What is openness?
A
- Something social media promotes
- Most oscial media services are open to feedback and participation
14
Q
What is conversation?
A
- Something social media promotes
- Whereas traditional media is about “broadcast”, social media is more of a two-way conversation
15
Q
What is community?
A
- Something social media allows to form quickly and communicate efficiently; they share common interests
16
Q
What is connectedness?
A
- Something social media promotes
- Most kinds of social media thrive on connectedness, making use of links to other sites, etc.
17
Q
What are the categories of social media? (6)
A
1) Social networks
2) Blog
3) Wiki
4) Podcasts
5) Content communities
6) Microblogging
18
Q
What are the 3 benefits of organizations using social media? What do they build?
A
1) Conversations/communications
2) Relationships
3) Trust
19
Q
What 5 business functions can be improved with social media?
A
1) Sales
2) Customer support
3) Human resources
4) Public Relationships
5) Business intelligence
20
Q
What is social networking theory?
A
The study of how people, organizations, or groups interact with others inside of their network
21
Q
What are nodes?
A
The individual actors within the network
22
Q
What are ties?
A
The relationships between two actors
23
Q
What is the honeycomb framework?
A
A way for organizations to understand how users interact in social media?
24
Q
What are the 7 aspects fo the honeycomb framework?
A
1) Identity
2) Conversations
3) Sharing
4) Presence
5) Relationships
6) Reputation
7) Groups
25
What is identity? (HCF)
- The extent to which users reveal their identity in social media settings
26
What are conversations? (HCF)
- The extent to which users communicate with other users in a social media setting
27
What is sharing? (HCF)
- The extent to which users exchange, distribute, and receive content from each other
28
What is presence? (HCF)
- The extent to which users can know if others are accessible (to communicate)
- Tied to conversations and relationships
29
What are relationships? (HCF)
- The extent to which a user can be related to other users
30
What is reputation? (HCF)
- The extent to which users can identify the stand or reputation of brands, others, and themselves in social media settings
31
What are groups? (HCF)
- The ability of users to form groups and subgroups
32
What are the 4 Cs of how firms should develop strategies for monitoring, understanding, and responding to different social media activites?
1) Cognize
2) Congruity
3) Curate
4) Chase
33
What does it mean to cognize?
- Find out if and where conversations about firms are already being held
- How did these conversations are enabled by different functionalities of the honeycomb framework
34
What is congruity?
- Focusing on the core honeycomb blocks of social media activity that will facilitate the needs of its business
- What key activities will keep the firm trustworthy and relevant
35
What does it mean to curate?
- Develop a clear understanding of how often a firm should chimr into conversations
- Who will represent a firm online
36
What does it mean to chase?
- Scan the environment to understand the velocity of conversations and other information flows that could affect current or future position in the market
37
What is participatory culture?
A culture in which private citizens not only act as consumers, but also as contributors or producers.
38
What are the key characteristics of participatory culture? (5)
- Easy access
- Strong support for sharing
- Informal mentorship
- Members who feel that their contributions matter
- Members who care about others' pariticpation
39
What is cognitive surplus?
The aggravated amount of free time that people have put towards some form of social media outlet to contribute content (e.g. contributing to Wikipedia)
40
What is spreadability?
The potential for audiences to share content for their own purposes, sometimes with the permission of rights holders, sometimes against their wishes
41
What is stickiness?
- Websites or media that hold the attention of visitors
| - Use pre-structured activities, such as games, quizzes and polls
42
Where does the value of stickiness come from?
- Charging access (e.g. subscription)
- Selling merch
- Advertising
- Associates programs
43
Why will we no longer seek products and services in the future, but rather they will seek us?
- We trust per opinions over Google's suggestions
44
What are the perks of buying a car set by asking Facebook friends over Googling it?
- Saves time and stress
- After buying one, you can join the other side of the conversation
- If you encounter an issue you can easily share it with the manufacturer
45
What are the perks of asking online for health advice?
- Provides a second, third, etc. opinion
| - Increasing in both supply and demand
46
What does the abundance of referral programs in the market suggest?
That word-of-mouth is turning into a world-of-mouth
| - e.g. Amazon suggested products based on buying history
47
What is a jump the shark moment?
A point at which far-fetched events are included merely for the sake of novelty, indicating a decline in quality
48
How do sucessful companies in social media act?
- More like entertainment companies, publishers, or party planners than as tradition advertisers
49
What is social schizophrenia?
- Putting on different personalities based on the social setting
- Common with Gen X
- Died with the birth of social media
50
What was the past marketing mindset?
- Marketers believed they knew everything about the customers without consulting them
51
What is the current/future marketing mindset?
- Marketers should and do consult consumers about what they want out of products/services
- Consumers play an active role in spreading the content
52
What is widgetization?
- Easily allows showcasing of interests and other relevant info
- Blurs the promotional needs of advertizers and the expressive needs of individuals
53
What is the long tail?
Contents that generates revenue over time, not buy targeting a mildly interested general viewer but by focusing on highly motivated and engaged niches of consumers with specialized tastes
54
What are the conditions for the long tail? (5)
1) Where the costs of production can be lowered
2) Where diverse offerings remain available over extended periods of time
3) Where distribution makes it easier for companies to ship goods to customers
4) Where promotional costs is assumed by supportive consumers rather than relying on traditional advertising channels
5) Where search and recommendation tools make it easier for consumers to find desireable content
55
Messages and meanings (4)
- A message morphs as it travels among communities, taking on new meanings
- Messages are encoded withing a text and meaning is decoded from the text
- When media is under the control of producers, it is mass culture
- When media is under the control of the public, it is popular culture
56
What is digital brand management?
A function of social media/marketing that uses techniques to increase the perceived value of a product or brand over time
57
What is digital brand mangement in relation to PR?
The process of manitaining, improvin, and upholding a brand using social media so that the name is associated with positive results
58
What is community management?
Brand management teams originally focused on messaging, content develpment, and marketing (one way communication) now work on both sides (from organization to consumer)
59
What are the functions of community management jobs?
1) Representing an organization on social media
- Brand advocates, go to person for questions
2) Being the voice of the community inside the organization
- Customer advocates
3) Mediating as the need arises
4) Keeping content fresh and interesting
- Providing organization/product-related produced to customers to keep them informed and interested
60
Aspects of the relationship between social media and marketing
- Use it to create conversation with cunsumers (free market research!)
- Only 10% of posts should be marketing
61
What is reach?
- Corporate communications and public relations now have multiple avenues to get their message out to the customer
- No longer reliat on traditional mass media outlets
62
What is search?
- Once news hits the internet it spread, become searchable
63
What is feedback?
- 2-way communication
| - Monitoring becomings needed
64
What is needed for social media crisis management?
1) Respond to the problem (on social media)
2) Acknowledge the issue
3) Buy time with an update
4) Create channels for dialogue
5) Keep audiences up to date
6) Get audience input
7) Follow up (for both consumers and management)
65
What is transparency?
Applies to policies of disclousure within an organization, especially in regard to endorsements and material connections with individuals or organizations acting as agents for the brand
