Chapter 14: How Social Media Is Applied: Exploring Different Specializations +
Case Studies 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. Which of the following is a best practice for entertainment professionals when it
comes to social media?
A. do not hire someone to handle content creation
B. have a strategy in place
C. focus on new followers instead of loyal fans
D. bombard as many platforms as possible
3. Social media crises, according to Tim Coombs, are often compared to ______.
A. puppies
B. zombies
C. diseases
D. decaf coffee
4. Which of the following is an attribute of a social media crisis?
A. It is the same as a traditional crisis.
B. It rapidly spreads from person to person.
C. The situation does not typically become 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. Which of the following is a best practice for crisis communication efforts on social
media?
A. use the crisis to your advantage to make a profit
B. setting up the necessary listening and monitoring strategies
C. not identifying fake news
D. providing promoted tweets or updates
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. ______ is a master at using social media to create intrigue by using cryptic
messages and surprise announcements to keep her fans engaged.
A. Billie Eilish
B. Taylor Swift
C. Beyonce
D. Reese Witherspoon
12. ______ are humorous pieces of content that comment on trends, events,
perspectives, and entertainment and are spread across different online platforms.
A. Hashtags
B. Memes
C. Trending topics
D. Trolls
13. Social media is a(n) _______ form of communication that is part of every business,
industry, and discipline.
A. perfect
B. hub
C. antiquated
D. obscure
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 listen to and
monitor reports before, during, and after a given situation.
A. Sports
B. Entertainment
C. Crisis
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 outlined social media policies for
their reporters.
4. Memes should not be used by companies to enhance brand image.
5. One of the biggest challenges that journalism faces on social media is fake news.
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 for and evaluate
how it has impacted their work.
4. What are two things to note for best practices in crisis communication?
5. What could happen if an employee goes rogue?
Essay
1. You are working in the entertainment field and want to get your start working in social
media. Outline the current expectations that are happening in the field and three steps
you will take to accomplish these steps.
2. Respond to 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 taking 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 and 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.