Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 1: Introduction to Social Media: An Art and Science
Test Bank
Multiple Choice Questions
1. ______ is a wide range of online, word-of-mouth forums including blogs, company–
sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer
product or service ratings websites and forums, Internet discussion boards and forums,
microblogs.
A. Traditional media
B. Social media
C. Digital media
D. Creative media
2. ______ and ______ need to emerge for people to understand the importance of
social media.
A. Engagement; interactions
B. Paid media; earned media
C. Conversations; relationships
D. Metrics; data
3. ______ focuses on allowing users to share and create information, disseminate ideas
in various forms, share content, and respond to these pieces of content to create a
consistent image across the different platforms.
A. Online persona
B. Avatar
C. Profile
D. Personal brand
4. Chewbecca Mom became infamous when she filmed herself on Facebook Live
wearing a Chewbecca mask from Kohl’s is an example of ______.
A. becoming famous
B. becoming a viral sensation
C. becoming a fan of Star Wars
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
D. becoming known for live video
5. User-generated content focuses on ______.
A. content that is branded and used by the corporation
B. content that is branded and used by the corporation and its audiences
C. content that is created by the user
D. content that is created by the brand
6. Livestreaming apps are one popular form of social media, and examples that fall into
this category includes all EXCEPT ______.
A. Facebook Live
B. Periscope
C. LinkedIn
D. Instagram
7. The CEO of Snapchat is ______.
A. Mark Zuckerberg
B. Jack Dorsey
C. Susan Wojcicki
D. Evan Spiegel
8. Facebook developed their Timeline feature back in ______.
A. 2005
B. 2011
C. 2007
D. 2012
9. What is considered to be thought leadership?
A. Creating social media profiles and stating to the world you are a leader in the
business with titles such as change evangelist, gurus, and social media expert.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
B. Posting content that others have shared on your own account and for your
audiences.
C. Disseminating only certain types of content on certain platforms that get the most
traction and viewership.
D. Brands, individuals, and organizations can become experts in their area as they
continue to produce, share, and create content where they become the go-to resource
for innovative ideas, persuading people to take action in response for their created
content.
10. The time and frequency of posts are one of the main categories to consider. This is
classified as ______.
A. voice
B. analytics
C. audience
D. purpose
11. Ted Rubin coined the term RoR which stands for ______.
A. Return on Relationships
B. Return on Reruns
C. Rejuvenating old Relationships
D. Rejuvenating ongoing Reddits
12. ______ focuses on taking insight into the account when evaluating data and
analytics.
A. Creative decision making
B. Insight decision making
C. Human interaction marketing
D. Influencer marketing
13. Gary Vee, or otherwise known as Gary Vaynerchuk, has created his presence in the
industry due to his active and branded form of storytelling with videos through his
videographer, DRock. This is called ______.
A. vlogging
B. blogging
C. content creation
D. research
14. Visual content that is considered to be snackable seems to live on most platforms
like ______.
A. Facebook and Twitter
B. Twitter and Instagram
C. Instagram and Snapchat
D. LinkedIn and YouTube
True/False
1. According to the textbook, Social media is not just a fad that can be addressed in a
moment’s notice.
2. All social media platforms are the same. They do not have any defining or unique
features to them.
3. Branded content is more trustworthy than user-generated content.
4. Based on what was discussed in the textbook, social media is a science, not an art.
5. Social media is owned by the community, not by one person or platform.
1. How would you define social media based on the textbook reading? What are three
attributes that are considered to be part of social media?
2. What are the two things to note about storytelling for social media?
3. Discuss the differences between user-generated content and branded content.
4. Outline the main areas that are highlighted for social media professionals need to be
aware of for social media.
1. Explain the current landscape of social media. What are the defining elements that
need to be taken into consideration by social media professionals today?
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
2. Is social media a science or an art? Discuss your rationale for each and tie in current
case studies discussed in the textbook.
3. Chewbacca Mom became one of the most successful Facebook Live videos ever.
Discuss what made this video so successful, and what are two lessons to note for future
social media campaigns.
4. You are entering the workplace and have been asked to discuss your thought
leadership activities. Highlight three things you are doing to create your own thought
leadership.
5. In 2017, Royal Caribbean created an “Intern–Ship” contest to find the perfect
Instagram explorer to be part of the cruise experience and share content on behalf of
the cruise line to drive travel destination sales and buzz. Discuss how Royal Caribbean
could integrate both science and art in this campaign.
Ans: This campaign combined both research and practice in different ways. The