Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 11: How Social Media Is Applied: Exploring Different
Specializations, Part I
Test Bank
Multiple Choice
1. The ultimate purpose of using social media for the entertainment industry is to
______.
A. generate buzz and motivate others to take action
B. sell tickets
C. increase follower base
D. promote celebrities to gain influence online
2. What are some best practices for entertainment professionals when it comes to social
media?
A. make sure to identify the platforms best served for the client
B. have a strategy in place
C. loyal fans and ambassadors are crucial for success on social media
D. all of these
3. Social media crises, according to Tim Coombs, are often compared to ______.
A. puppies
B. zombies
C. diseases
D. decaf coffee
4. What is NOT a qualification of a social media crisis?
A. The event happens on social media.
B. It rapidly spreads from person to person.
C. The situation becomes viral and turns into a traditional news story.
D. It only happens in certain industries.
5. What were some of the implications that resulted in the social media crisis for
Equifax?
A. They did not do their research on the trending hashtag.
B. They did not think of the impact of the situation raised by their employees.
C. They did not recognize the tone and concern they expressed on social media.
D. They overlooked the impact of the role advocates played in hijacking the hashtag.
6. The United crisis example shared the impact of a live streaming video of a passenger
getting dragged off a flight. What happened that resulted this situation to be a bigger
crisis for the brand on social media?
A. They did not embrace hashtags correctly.
B. Their accounts were hacked by hackers in Ukraine.
C. The CEO did not have the best response to the situation.
D. They did not take advantage of the situation with influencers and celebrities.
7. What is NOT a best practice for crisis communication efforts on social media?
A. creating a social media component for the crisis plan
B. setting up the necessary listening and monitoring strategies
C. identifying where the crisis first started
D. taking a break from social media and let the audience take over the conversation
8. Journalists are part of the news organization and need to be aware of social media,
and they have to follow certain guidelines EXCEPT ______.
A. being responsible and fair to the stories
B. only responding to those accounts that are verified
C. being confidential
D. being careful with what is stated on social media
9. ______ has been one of the main ways for journalists to use social media.
A. Breaking news
B. Spamming audiences
C. Automating responses
D. Posting ads
10. The NPR has listed their social media guidelines to maintain a level of professional
conduct that reflects the role of the journalist and news outlet. This is referred to as a
______.
A. crisis plan
B. strategic plan
C. social media code
D. ethical code and policy
11. JJ Watt used social media to raise funds for Hurricane Harvey. What did he do
specifically?
A. He created a GoFundMe page on FB.
B. He shared videos on Twitter on his official account.
C. He created an influencer campaign for the NFL to raise funds.
D. He created a Snapchat lense, and each time someone used it, Snapchat would
donate to his cause.
12. A college team that excels in the college sports industry for social media practices,
was ______.
A. UCLA
B. Clemson
C. USC
D. Florida
13. Volunteering at a local university for a sports team and explore future opportunities
is a best practice for sports and social media. What best practice does this fall under?
A. It falls under personal branding.
B. It falls under networking offline.
C. It falls under investing in your influencer relations.
D. It falls under getting a job.
14. Entertainment professionals have to create a lot of content for their work in social
media. What are some examples of some of the content they have to create?
A. They have to create only press releases and media kits.
B. They have to do strategic briefs.
C. They have to do only graphic and social media assets.
D. They are responsible for social, visual, and traditional pieces of content.
15. ______ is the field that has to prepare statements, scenarios, and listening and
monitoring reports before, during, and after a given situation.
A. Sports
B. Entertainment
C. Crisis
D. Journalism
True/False
1. Thuzio is focused on specializing in only the entertainment industry.
2. The entertainment industry needs to understand social media on the celebrity side
only.
3. Most media outlets, like The New York Times, have desiccated social media policies
for their reporters.
4. Sports and social media are integrated. Some of the most innovative ideas and
practices for social media are coming from the sports industry.
5. Personal branding on social media is key to winning championships, and athletes are
the ones who can bring forth this change.
Short Answer
1. What are two best practices for journalists to follow when it comes to social media
practices?
2. Why is it important to go where the crisis first started online? Name a case study
where this happened.
3. Name two things entertainment professionals can use social media and evaluate how
it has impacted their work?
4. What are two things to note for best practices in crisis communication?
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
5. What could happen if an employee goes rogue?
Essay
1. You are working in the sports field, and what to get your start in working in social
media. Outline the current expectations that are happening in the field, and three steps
you will be taking to accomplish these steps.
2. You read the statement “social media crises are the same as traditional crises.”
Justify your response and highlight a case study that supports your point.
3. You are working for Elon Musk and Tesla, and you are seeing a trending hashtag
emerge #TeslaBankrupt after a report has come out related to their financial standing in
the industry. You suspect this is a fake news story, but it’s gaining traction in the media
and among key influencers. Discuss how you would approach this situation, and what
strategies you will take to address this in a proactive manner.
4. After moving to Hollywood, you are able to get a meeting as a new social media
manager for Justin Timberlake. He’s interested in talking his social media game to the
next level for his new album release, but he wants your advice on what else he should
be doing. Discuss two ideas you have in what he could do to engage with fans more on
social media to generate buzz.
5. You are applying for a local news position and will be working in social media. You
come to your first day of work and realize there are no policies related to ethical
protocols on social media. Discuss your plan to implement one of these plans, and
outline the components that will be in this plan.