Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 12: How Social Media Is Applied: Exploring Different
Specializations, Part II
Test Bank
Multiple Choice
1. Social care is focused on primarily doing ______ on social media.
A. fundraising
B. customer service
C. crisis management
D. advertising
2. Keith Quesenberry states that social care should be ______.
A. in the PR department
B. in the Marketing department
C. in the Advertising department
D. be in their own department
3. CRM stands for ______.
A. Coffee Relations Management
B. Customer Relationship Management
C. Creative Relations Marketing
D. Customer Relations Marketing
4. Having a social care program can help brands especially when ______.
A. a crisis hits
B. a customer needs to get a question or inquiry solved in a timely manner
C. Godzilla comes into your city and creates chaos
D. a campaign needs to be launched
5. Benedict is looking to propose a new artificial intelligence program for Sherlock,
which will be programed to respond appropriately to certain responses like “When will
the show be back on BBC?” or “Can Benedict and Martin take a break to film Season
5?” through Facebook Messenger. What does Benedict want to create?
A. Chatbot
B. iRobot
C. predictive bot
D. Sherlock bot
6. Social media can help nonprofits in a variety of different ways, like ______.
A. community engagement and education
B. brand building
C. program recruitment
D. all of these
7. Chloe Decker is focused on raising funds for her friend, Lars Morningstar, so he can
get some help with a campaign he wants to do to bring students to the Cannes Lions
Festival for the summer to get experienced. She posts on Facebook a link to
GoFundMe, and is looking for her friends to help contribute. What is Chloe trying to do?
A. She is trying to crowdfund resources and raise funds.
B. She is trying to crowdsource ideas for how to get the group to Cannes.
C. She is trying to create a strategic campaign.
D. She is trying to create great customer service for her friend Lars.
8. The campaign with REI called #OptOutside focused on ______.
A. social care
B. nonprofit and cause-related marketing
C. business engagement
D. international social media
9. ______ is the field that has to deal with government regulations for what they share
and post on social media.
A. Social care
B. Health care
C. Nonprofit
D. International social media
10. What is the primary focus for many health-care professionals when it comes to
social media?
A. privacy
B. data marketing
C. fundraising
D. social care
11. Humana developed a program, first started by Jason Spencer, that would empower
internal audiences (staff, employees, etc.) to share their content on their different social
media platforms. This practice is often referred to as ______.
A. employee advocacy program
B. brand ambassador program
C. social care program
D. influencer program
12. Several brands have utilized social media in many ways to create impact of visuals
to generate social media awareness. Which campaign did this effectively?
A. Movember Campaign
B. Meet Graham
C. Marc Jacobs and his UK store launch
D. Amarula’s influencer campaign
13. The campaign that focused on partnering with WildlifeDirect to focus on raising the
awareness of the decline in elephants with Amarula was innovate in their approach.
What did the company do?
A. They created a global crowdfunding campaign to raise funds for elephant
sanctuaries.
B. They create a local crowdsourcing campaign to generate ideas for future
partnerships and messages for this crisis.
C. They partnered with influencers to document their journey in Kenya to raise
awareness about the issue.
D. They created a gala supporting the initiative and livestreamed it for the world to see.
14. What did the KRONKIWONGI campaign focused on for LEGO?
A. It focused on personalization and opportunities for audiences to create and share
these creations online via Facebook.
B. It focused on personalization of the LEGO logo in the KRONKIWONGI language
through Instagram.
C. It focused on creating a video discussing the power of the KRONKIWONGI dance
moves with LEGOs
D. none of these
15. Two platforms that are popular in China include ______.
A. Twitter and Facebook
B. Facebook and WeChat
C. WeChat and Weibo
D. Twitter and Weibo
1. To be the best in social care, you need to invest only 50% of your time and energy to
it.
2. Crowdsourcing is the process of providing insights to solve a program and
crowdfunding is focused on coming together to raise funds.
3. Allowing people to share their stories is one of the best practices to keep in mind
when using social media for nonprofits.
4. Hospitals are the only ones that are incorporating social media into their practices.
5. Being aware of new platforms emerging around the world is a key strategy for social
media professionals today.
Short Answer
1. Discuss two best practices for international social media practices.
2. What was the lesson from the #TakeAction campaign?
3. What does the role reviews play to health care and social media professionals?
4. Discuss what it means to be “engaged” on channels where your audiences are
located.
5. Name three KPIs for social care.
Essay
1. You have been asked to create a social care plan for a local festival. They are just
promoting content, but there is little to no engagement. Outline the steps you will want
to take in order to proactively set up a social care program.
Ans: Varies.
2. At a conference, you hear a speaker share this point “the only social media platforms
you need to be aware of are ones here in the U.S.” Discuss your perspective on this
point, and what are some campaigns and platforms that need to be explored at the
global level.
Ans: Varies.
3. As part of a practicum, you are asked to help out a local health clinic in your city. You
realize they do not have a social media plan, and are not aware of the benefits as well
as the challenges facing their clinic on what they should be aware of.
Ans: Varies.
4. Entering a new place to work could be challenging, especially if it is in another
country. You have been asked to be part of the social media team for Samsung in
Seoul. What would be some steps you will want to take to be prepared for this new
role?
Ans: Varies.
5. Nonprofits have to raise funds, like Blessings in a Backpack, and utilizing social
media can help. You have been brought in by the team to propose new ideas and ways
they could raise funds about their upcoming partnership with Unbridled Eve, one of the
official Kentucky Derby galas.
Ans: Varies.