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Chapter 12 Technology Influence on Media Management
OUTLINE
I. Technology Trends
A. Technology is constantly changing the way we access media content
B. The intensive technological environment continues to pose havoc for
media managers
II. Social
A. Social media industries are impacting business, industry, and society at
unprecedented levels
B. Key players in social media include Facebook, Twitter, LinkedIn,
YouTube, and Pinterest
E. For electronic and digital media companies, the initial steps needed in
adopting a social media presence involve engaging the audience,
developing the content for the various social media platforms, promoting
the sites, and evaluating the product
1. Companies must first establish a base of audience members who
2. Developing Social Media Content that is fresh, unique, and
attractive to consumers
4. Management must regularly evaluate social media efforts to
determine if the efforts are meeting goals and objectives
III. Mobile
A. Smartphone has become the primary consumer communications device
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due to its numerous capabilities
B. Tablets also represent many opportunities for media companies—ranging
IV. Cloud
A. The cloud is a term to represent the services and software available over
the Internet rather than through a desktop computer or physical storage
device
B. The cloud offers many advantages including backup of important data,
V. Business Models
A. Advertisers continue moving money to digital media platforms from
traditional media like broadcast radio, television, and newspapers
1. Technology has created opportunities for new business models
VI. Management Issues
A. Personnel must be able to adapt to a widely changing technological
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© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
entertainment and information, as well as a host of consumer technologies,
is a killer management issue for media companies
C. For all of the media industries, there are a number of economic challenges
that could negatively impact each area
ASSIGNMENTS/PROJECTS
1. Due to the rapid advances in technology, students will need to possess a host of
technical skills. Additionally, students will need to be very versatile and be open-
2. Divide the class into groups and have each group discuss the electronic media
technology that each group member personally uses and integrates into their daily
MULTIPLE-CHOICE QUESTIONS
1. Over ______ of all households in the United States pay for television to cable,
satellite, telecommunications, or alternative distributor.
a. 50%
b. 60%
2. Which of the following is not the opportunities brought by social media for
electronic and digital media companies?
3. Which of the following is not true for the major social media players?
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© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
*p. 269 b. Twitter became a publicly traded company in 2010
c. LinkedIn claimed over 300 million users by September 2014
d. Pinterest allows users to “pin” content to pinboards that is shared with
other users’ digital video recorders
e. YouTube was acquired by Google in 2006 media centers
4. Which of the following is not the social media platform in the United States?
a. WhatsApp
b. Tumblr
5. Which of the following statement about the audience use of social media is not
true?
a. Audience engagement with social media is strong, particularly with
younger demographic groups.
b. A lot of social media activity happens away from home using a mobile
device.
6. Which of the following is not the way Facebook offers for advertisers to reach
potential customers?
a. Page like
b. Page post engagement
7. BIA/Kelsey predicts social media advertising will grow to an estimated ________
by 2018
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
c. $20 billion
d. $25 billion
e. none of the above
8. Which of the following is not the basic steps involved in engaging the audience of
social media strategy for electronic and digital media companies?
a. engaging the audience
b. developing the content for the various social media platforms
9. TV and radio stations offer expanded and enhanced information with their social
media sites and applications by:
10. BIA/Kelsey predicts social media advertising will grow to an estimated ________
by 2018.
a. $10 billion
11. Which of the following company does not provide cloud-based services?
12. Which of the following is not the advantage of cloud services?
13. Typically the application store receives approximately ________ of the purchase
fee and the app developer (owner) the remainder.
d. 50%
e. none of the above
14. The first apps for the iPhone debuted in ________.
a. 2005
15. Which department in the electronic and digital media companies does not demand
expertise with different types of equipment and updates to software?
a. sales and marketing
b. engineering
TRUE/FALSE QUESTIONS
16. There are more mobile phones in use in the United States than landlines.
17. Tablets are outselling laptop computers, and this trend is expected to continue.
18. The cloud allows 24/7/365 access through a broadband connection from anywhere
19. Purchasing and procurement are typically slower using cloud-based systems than
local systems.
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
True
*p. 278 False
20. Advertising will continue to be the mainstay for revenues for the electronic media
industry.
DISCUSSION/ESSAY QUESTIONS
1. Identify and discuss two major issues facing electronic and digital media managers
as a result of technological advances.
3. Discuss the fragmentation of the audience and the influences of technology on it.
4. What are the opportunities and challenges the media organizations face due to the
rapid technological progress?