part two Flashcards
1
Q
what are the four characteristics of web 2.0?
A
- second generation of the internet
- interactive–user is an active participant
- shift from vertical to horizontal communications
- social media
2
Q
how does web 1.0 user differ from the web 2.0 user?
A
the user is an active participant (interactivity)
3
Q
what sort of communications shift took place from web 1.0 to web 2.0?
A
vertical to horizontal; instead of companies controlling the conversation, the consumer has an active voice
4
Q
what are the defining characteristics of social media? what is it? what isn’t it?
A
- is: vibrant, fun compelling, and full of insights
- isn’t: controlled, organized, on message
5
Q
in what year did social media begin to take off?
A
2007
6
Q
what are the 4 keys to success in social media?
A
- watch and listen
- get buy-in
- have a strategy
- have a policy
7
Q
which stage of social media success is characterized by engaging senior management?
A
2; get buy-in
8
Q
which stage of social media success is characterized by monitoring competitors’ channels?
A
1; watch and listen
9
Q
which stage of social media success is characterized by creating a framework and informing contributors of the platform’s parameters?
A
4; have a policy
10
Q
which stage of social media success is characterized by centering the message on the business objectives and brand personality?
A
3; have a strategy
11
Q
what are 2 important features to the 4th stage of social media success?
A
have a policy
- flexibility within a framework
- inform employees of parameters and implications
12
Q
what’s important in the 3rd stage of social media success?
A
base the strategy on overarching business objectives, make sure it fits with brand personality, make it measurable
13
Q
what’s important in the first stage of social media success?
A
watch and listen: monitor yours’ and competitors’ social media presence
14
Q
what’s important in the second stage of social media success?
A
get buy-in: encourage senior management to be aware of and participate in social media
15
Q
what are 3 important factors of facebook?
A
- remarkable growth
- part of media mix in promotions
- vital for gaining consumer insights, building brand awareness, creating loyalty
16
Q
on youtube, when are promotional materials shared?
A
when they are moving/entertaining
17
Q
what technological development contributed to youtube’s success?
A
broadband
18
Q
on which social media platform are organizations discouraged from selling their products and services? what SHOULD it be used for?
A
flickr and instagram; to build awareness of an organization or brand
19
Q
why is texting a good option for consumer engagement? what sort of information should it include? what’s an important feature for recipients?
A
- immediate and cost effective
- should be timely and actionable
- recipients should be able to opt out
20
Q
what are 4 benefits of an organization using wikis?
A
- good for collaboration
- allows users to edit
- promotes topic associations
- involves visitors
21
Q
what are the 3 benefits of an organization using podcasts?
A
- cost effective
- 24/7 access
- portable
22
Q
what must social media content do to be engaging? who do you do this?
A
it must be exciting and add value; tell a story, tell it where people are talking and don’t expect they’ll always talk back
23
Q
what are challenges to consumer engagement?
A
knowing who your publics are, what they want to know, what they already know and who told them
24
Q
why does web 2.0 require immediacy? (2)
A
delayed responses appear dishonest; stale content gives a bad impression
25
what are 3 important elements of a twitter profile?
strong bio, professional photo, cohesive color scheme
26
what are the 2 functions of hashtags?
connect to a conversation, make a statement
27
list some rules of twitter etiquette.
- Be present, respond
- Don’t tweet in an altered state (#dontdrinkandtweet)
- Remember everyone can hear you
- Stay positive
- What’s rude in life is rude in Twitter
- Watch/listen for changes and evolution in the Twitterverse
- Don’t compound an accident
28
what sort of verbs should be used in the headline? tenses? what should be avoided?
action-oriented ones; present and future; articles (a, an)
29
where does the dateline appear? what is its format?
at the start of the lead paragraph; in all capital letterse.g. COLUMBUS, Ohio--Nov. 11, 2015
30
what is the most important part of any release? what should you give the reader? what should be included first?
the lead paragraph; give the reader the basic details of the story or entice the reader to read the second paragraph; who/what
31
what are the 3 types of leads?
1. straight summary lead (making an announcement)
2. informal lead (factual info informally; community events, survey results)
3. feature lead (a hook to raise reader interest; specialized topics)
32
what structure is used for news releases?
inverted pyramid structure
33
what do quotes add to a news release? what should they be?
a human element; relevant, meaningful, newsworthy
34
what format should you use for quotes?
Start Quote – Name who said it/title – End Quote
35
in regards to social media, what must pr focus on?
listening and facilitating conversations
36
what has social media provided an opportunity for, according to the institute for public relations?
~put the public back in to public relations~ (by providing a mechanism for organization to engage in real-time, one-n-one conversations with stakeholders)
37
whose presence should you monitor on social media?
yours:
-what stakeholders find when they seek information-accounts created by org's employees, departments and ensure their messages fits the org's
competitors:
-what's being said about them to help you better position your brand
38
what what is the best method of social media leadership?
setting a positive example
39
what should you encourage senior management of in regards to social media?
to be aware of and participate in social media to foster appropriate participation employees on behalf of the company
40
what should a social media strategy be based on? what should it include and what should it consider? what should it fit with?
business objectives; resources, budget reflecting a commitment to engaging in social media continuously; consider appropriate vehicles, voices; brand and brand personality
41
why would a pr pro use facebook as a social media platform for their org?
remarkable growth, part of media mix in promotions, vital for gaining consumer insights, building brand awareness, creating loyalty
42
why would a pr pro use flickr or instagram as a social media platform for their org?
allows photosharing primarily for personal use, orgs strongly discouraged from using it to sell products or services but can be used to build awareness of an org, brand
43
what is a major social media tool for pr?
twitter
44
why would a pr pro use a wiki as a social media platform for their org?
good for collaboration, allows users to edit, promotes topic associations, involves visitors
45
what are 4 tips for a successful org podcast?
1. keep it short
2. use several segments
3. be conversational
4. maintain a reglar schedule
46
what must social media content be to add value? how can you do this?
exciting!; tell a story, tell it where people are already talking and to people who care, and don't expect them to always talk back
47
what is critical for employees to understand about social media?
parameters around and the implications of their participation
48
what should a good social media policy allow? why?
flexibility within a framework; it gives employees the guidance they need to successfully leverage social media on behalf of their organization
49
what are the first steps for using twitter for business?
1. reserve company handle
2. determine if twitter presence is appropriate
3. designate tweeters
4. get key stakeholders onboard
50
why should a pr pro listen before and after tweeting?
before: to get a handle on current climate; after: keeping open ears/mind and paying attention to broad trends vs. individual posts
51
when should a pr pro respond to a tweet?
after processing conversation
52
what actions are included turing the 'talk' stage of tweeting?
make a statement, post an image, share a link, take a stand; put something out and invite a response
53
how can a pr pro measure success on twitter?
replies, mentions, retweets, follower count
54
sara jo manages the twitter account for a local startup. mariah @s sara jo with a brief, quick quip about how her new puppy is adjusting. which twitter account should she use to reply? why?
personal; she's replying to a personal comment
55
sara jo manages the twitter account for a local startup. she wants to talk about its recent acquisition and let people know that it's a good move for both companies. which twitter account should she use? why?
company; she's speaking in the company's voice
56
sara jo manages the twitter account for a local startup. huffpo has just tweeted a link to a great op-ed about the economic climate for startups and her startup was referenced. which twitter account should she use to retweet this information? why?
company; retweeting noteworthy content
57
sara jo manages the twitter account for a local startup. she feels very passionately about the mayonnaise vs. miracle whip debate (miracle whip is clearly superior), and wants to express this opinion under the #mayovsmiracle hashtag. which twitter account would be best for her to tweet under? why?
personal; she's expressing a unique viewpoint
58
sara jo manages the twitter account for a local startup. she really admires the social media manager behind another startup's brand and wants to reach out. which twitter account should she use? why?
personal; building a relationship
59
sara jo manages the twitter account for a local startup. the startup focuses on hair care products and she wants get women talking about their experiences in hair salons. which twitter account would be best for this? why?
company; starting a conversation
60
sara jo manages the twitter account for a local haircare startup. she's compiled a great video of some funny women complaining about their haircare experiences. which twitter account should she share this information on? why?
company; trying to achieve exposure
61
what are the steps for using a social media campaign?
1. set a goal
2. determine appropriate platform(s) and how they work together
3. consider resource needs
62
list some rules for appropriate conduct when blogging. (7)
- Take responsibility for your posts, and the comments you allow on your blog
- Label your tolerance level for abusive comments
- Consider eliminating anonymous comments
- Ignore the trolls
- Take the conversation offline, and talk directly, or find an intermediary who can do so
- If you know someone who is behaving badly, tell them so
- Don't say anything online that you wouldn't say in person
63
define the blogger profile: (education, years blogging, gender, etc)
- highly educated (50%+ graduate degree)
- avg blogger 3+ blogs and over 2 years blogging
- 2/3 are male, but topics for women are huge
- professionals blog 10+ hrs/week
64
how can bloggers be responsible? (2)
by taking accountability for the posts and comments on blog; consider eliminating anonymous comments
65
what should a blogger do in the face of conflict?
take the conversation offline and talk directly or find an intermediary who can do so
66
what should a blogger do if someone (a fellow blogger, commenter, etc) is behaving badly?
tell them so.
67
what should a blogger demonstrate? what should they offer?
issues; personal reflection
68
how should a blogger write, style-wise? grammar-wise?
with flair, they should show their personality; use correct grammar and spelling
69
what sort of content should a blog include?
original, not just commentary on other news
70
what should bloggers include in their posts?
relevant links and tags, good headlines and short entries, and the thoughtful use of images
71
what are the factors of a personal blog (2)
most common, ongoing diary/commentary by individual
72
what was the first major motion picture to be based on a blog?
julie & julia
73
what are the factors of an employee blog? (3)
- employees must identify themselves as such
- encouraged by many organization
- generate original material
74
what are the factors of a third-party blog? what is the purpose? (2)
-monitoring and responding to posts on other blogs as part of the blogosphere; to establish relationships with influential bloggers, to raise exposure
75
how does an internal corporate blog differ from an external one?
an internal blog focuses on enhancing the communication and culture within an org; an external blog focuses on building a relationship with consumers through marketing, branding and PR
76
how should a blogger format their posts? (3)
1. keep it simple
2. cut content in half
3. use headers, bolding, and bullets to break up text
77
what is the importance of social editorial calendars?
a strategic plan social media pros use to plan their blog or SM content; helps the user establish goals, stay on message (by identifying target audience), and measure results
78
who should be the PR contact of a news release?
usually the writer, but could be org's pr director
79
what is the letterhead of a news release?
includes the org's name, address, phone number and website
80
what does the embargo date of a news release tell?
the media when the info can be made public. always include the date.
81
how is the headline of a news release formatted?
one-line long, centered and bold
82
how is the subhead of a news release formatted?
one-line long, centered and italicized
83
what does the dateline of a news release identify?
location of origin
84
what should you do if your news release is more than one page?
include -more- at the bottom of the first page (centered) and include a slug and a page number, flushed right, on 2nd page
85
how should the body of a news release be written? what should it include?
inverted pyramid; includes quotes and components of news writing; double spaced
86
how is the end of a news release signified?
###
87
what does the boilerplate of a news release describe?
it's an about paragraph that describes the organization in standard language. (title be bolded/underlined)
88
what is the purpose of an infographic? what does it grant the organization?
to present complex info quickly and clearly in a creative manner; the ability to control how and what data is presented
89
who should work together during the planning stage of an infographic?
strong project leaders
90
what information should be used in an infographic?
something new and significant with a news hook that can be told as a story
91
what factors should an infographic have? (3)
substance, a cohesive narrative, soured data
92
what are the SHOULDs of the ethical implications of infographics?
infographics should:
- avoid using imagery that is designed only to make it more visually appealing
- should be kept to the same ethical standards that apply to other areas of the profession
93
what are the SHOULDN'Ts of the ethical implications of infographics?
infographics shouldn't:
- be produced without reliable info
- include facts that aren't based in truth and available evidence
- be presented as factual if it's fictional or based on unverified assumptions
- be published without crediting information sources
94
what is repinning?
sharing an image pinned by someone you follow or found while browsing and then adding it to one of your boards
95
what is a pinterest board?
where you organize your pins by topic
96
how much more revenue does pinterest generate than facebook?
2 times as much
97
what is the average amount of time users spend on pinterest in comparison to facebook?
77; 10
98
roughly, how many monthly users does pinterest have? hits / week?
6 million; millions
99
pinterest has more monthly than usage that WHAT social media sites combined?
google+, twitter, and linkedin
100
how can you use pinterest to boost press release results? (5)
1. Add an infographic to your release and pin it
2. Create a Pinterest newsroom
3. Create a pinboard that fits your infographic or news topic
4. Optimize pins by using the same keywords that your press release does
5. Use Pinterest for free market research
101
what is the trick to succeeding at pinterest?
finding creative ways to show how those products and services fit into the lifestyles of your target audience
102
how should a pr pro approach a client?
1. show a need (how you think you can help)
2. satisfy the need (ways you can you help = communication audit/collateral development)
3. show benefits (share why what you've developed will drive results)
4. provide a call to action (ask for a decision, suggest next steps)
103
what are some rules for etiquette when reaching out to potential clients?
1. first send email, follow up with phone call
2. make your subject line good
3. keep message succinct (~4 paragraphs)
4. avoid attachments
5. be persistent if you don't hear back
