Digital Communication and Social Media Insights

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Questions and Answers

Which factor is NOT essential for sustaining virtual networks?

Online/offline events

Clear purpose

Strong leadership presence (correct)

Clear membership role

What is a primary characteristic that differentiates TikTok from YouTube?

Support for long videos

Emphasis on entertainment with shorter videos (correct)

Photo-based content

Focus on text-based content

How does social media communication primarily build individual relationships?

Focusing on personal fears and vulnerabilities

Encouraging leaders to take charge

Through offline events and gatherings

By emphasizing sharing rather than disclosure (correct)

What aspect of interaction in cyberspace is guided by societal factors?

Institutions, structures, and norms Signup and view all the answers

Which platform is primarily designed for family-oriented interactions?

Facebook Signup and view all the answers

What primary function do social networking sites (SNS) serve in relation to user identity?

They facilitate identity formation and online communities. Signup and view all the answers

Which of the following is NOT a common function of identity on social networking sites?

Monitoring Signup and view all the answers

What is a key characteristic of social networking sites?

Profile creation and relationship displays. Signup and view all the answers

How do social networking sites typically extend online interactions?

Through public or semi-public profiles and connection lists. Signup and view all the answers

Which of the following statements about user connections on SNS is true?

Connections can be based on geography or interests. Signup and view all the answers

What does media richness refer to in the context of SNS?

The amount of multimedia content available. Signup and view all the answers

How is interactivity designed on social networking platforms?

To enhance fluidity and engagement with visuals. Signup and view all the answers

In the context of influence in virtual networks, what relationship is primarily highlighted?

Leader-follower dynamics. Signup and view all the answers

What is a major focus for organizations regarding consumer awareness?

Ensuring consistency in their messaging Signup and view all the answers

Which of the following metrics would be considered a 'see' metric rather than a 'do' metric?

Likes Signup and view all the answers

What is considered important in establishing 'Return on Relationships'?

Defining pre-established goals and objectives Signup and view all the answers

The Barcelona Principles emphasize the importance of which of the following in measurement?

Measuring communication outcomes Signup and view all the answers

What are vanity metrics primarily used for?

Creating a false sense of success Signup and view all the answers

Which of the following is not a type of consumer-generated media?

Corporate-generated media Signup and view all the answers

What does the term 'SoMe monitoring' primarily involve?

Listening, analyzing data, and creating insights Signup and view all the answers

Which of the following is a component of social media metrics?

Media mentions Signup and view all the answers

What characterizes innovators and early adopters in the diffusion of new ideas?

They experiment with new technologies and are typically the first to adopt. Signup and view all the answers

How does the spiral of silence theory affect individuals' sharing behavior on social media?

Anonymity can lead to a fear of isolation, reducing willingness to share differing opinions. Signup and view all the answers

In what way are memes defined within social media?

They embody abstract beliefs and evolve through user imitation and iteration. Signup and view all the answers

What is a common behavior of 'lurkers' on social networking sites (SNS)?

They silently observe but may still be very engaged with the content. Signup and view all the answers

What do audiences primarily consider when selecting their preferred media according to uses and gratifications theory?

Their specific needs and preferences. Signup and view all the answers

What is a significant factor when politicians consider public opinion on social media?

To analyze what will win the public's votes and influence future decisions. Signup and view all the answers

How do late majority users typically interact with new technologies in the innovation diffusion process?

They adopt new technologies after witnessing mass appeal from the early majority. Signup and view all the answers

What is essential for memes to maintain interest and attention according to their evolutionary nature?

Competition and selection among various meme forms. Signup and view all the answers

Who invented the term 'meme'?

Richard Dawkins Signup and view all the answers

What is one of the traditional roles of journalism?

To create public conversation Signup and view all the answers

Which pressure from social media affects journalism the most?

Trust and harassment issues Signup and view all the answers

What is one of the responses of journalism to social media pressures?

Adopting corporate sponsorship Signup and view all the answers

What does 'information democratization' refer to in journalism?

More horizontal interactions in news sharing Signup and view all the answers

What is the impact of social media on audience fragmentation?

It creates a danger of polarization of audiences Signup and view all the answers

What has been a change in journalism roles due to social media?

More specialized roles in programming Signup and view all the answers

How has the process of monetizing content in journalism evolved?

Using paywalls and freemium models Signup and view all the answers

What is the primary aim of the two-way symmetrical model in public relations?

To negotiate with the public and seek mutual benefits Signup and view all the answers

Which of the following is NOT a component of social capital discussed in the content?

Financial investment in marketing Signup and view all the answers

How does corporate social responsibility (CSR) influence brand loyalty?

By enhancing consumer trust and reputation Signup and view all the answers

What transformation has occurred in advertising pricing models due to social media?

Pricing is calculated based on click-through rates Signup and view all the answers

Which social media tactic involves creating ongoing discussions around a brand?

Buzz creation through storytelling Signup and view all the answers

What does 'going native' refer to in advertising and marketing?

Adapting content to fit the platform it appears on Signup and view all the answers

Which of the following is a key trend in social media advertising?

Greater emphasis on conversational engagement Signup and view all the answers

What role does audience feedback play in scientific persuasion?

It shapes communication tactics and strategies Signup and view all the answers

Study Notes

Digital Communication and Digitalization

This document discusses digital communication and digitalization, specifically within the context of a business school (Handelshøyskolen BI).
A QR code is provided for accessing the full document or related content on Studocu.
The document is not sponsored by any university or college.

Learning goals include understanding the structure and dynamics of professional communication in various fields (journalism, PR, marketing).
Reflecting on the role of trust, influence, and engagement in social media is also a focus.
Social media's impact on traditional communication is explored.
New challenges in information dissemination and spread are noted, including the flow of information through echo chambers and microtargeting.
The ethical implications of data privacy and usage are mentioned.

Key concepts and functions of social networking sites (SNS) like identity, influence, interaction, and community are examined.
Different types of SNS connections and their characteristics are discussed, noting how existing and new connections are formed.
The concept of online and offline connections.
The uses and gratifications approach and the spiral of silence are referenced as concepts to analyze SNS usage.

The traditional role and function of journalism, including the need to establish professional standards for the work, including codes of conduct.
The impact of social media on journalism is covered:
The evolving relationship between quality journalism and social media.
Discussion of "citizen journalism," crowdsourcing, and micro-blogging.
The rise of "engaged journalism" and the implications of these trends are analyzed, including potential pressure from governments, businesses and audiences.
The need for journalism to adapt to social media is emphasized.

Major trends and transformations of public relations in the digital age.
The changing business value of PR and key concepts in social media are addressed.
Key theories and concepts of PR are discussed and contrasted with the new reality of social media, specifically corporate social responsibility (CSR).
How to approach PR strategies in a new social media context is emphasized.
The PR process and how companies can analyze and use social media as a resource are explained.
The role of social media in PR and how trends and transformations have impacted the field are mentioned.

Key trends and transformations in advertising and marketing in the social media era are discussed.
Methods of "going native" in A&M are explained.
Key A&M concepts related to the changes brought by social media are explored.
The concept of "promotional relationships" between brands and consumers is discussed.

The importance of quantifiable metrics and qualitative analysis of social media, including understanding the value of different social media metrics: (e.g., views versus conversions)
The methodology of using tools like Facebook insights or Google Analytics for social media is emphasized.
The importance of consistent methodology, openness and transparency in examining metrics is stressed.
A variety of social media metrics (quantitative and qualitative) for measuring various elements of a social media campaign are detailed.

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Description

Explore the intricacies of digital communication and the impact of social media in professional contexts. This quiz delves into trust, influence, and new challenges in information dissemination, along with ethical considerations like data privacy. Perfect for students of business communications and marketing.