Social Media as an Information Source

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Questions and Answers

What is one of the primary goals of effective risk communication?

Maximize government control over citizens

Dissuade people from taking any action

Minimize the amount of information shared

Inform the public about risks (correct)

Which principle focuses on delivering information quickly to enable action?

Timeliness (correct)

Accuracy

Trust-building

Transparency

What does increased interactivity in risk communication via social media allow?

One-way communication only

Content creation by users (correct)

Limited engagement with experts

Easier misinformation spread

Which principle of effective risk communication aims to prevent misinformation?

Accuracy Signup and view all the answers

What characteristic distinguishes social media from traditional mass media in risk communication?

It facilitates two-way communication Signup and view all the answers

What type of message framing is commonly used to convey seriousness while reducing anxiety?

Protective action approach Signup and view all the answers

Which of the following is considered a challenge of traditional risk communication via mass media?

Framing issues and one-sided information Signup and view all the answers

How can visual communication improve risk communication effectiveness?

By using infographics and charts for better understanding Signup and view all the answers

What is one advantage of using social media in risk situations?

It allows for rapid sharing of preparedness information. Signup and view all the answers

Which group is NOT mentioned as a user of social media during risk situations?

International Corporations Signup and view all the answers

During the 2011 Virginia Earthquakes, which phenomenon was noted regarding information spread?

Information about the earthquake spread faster than the shockwaves. Signup and view all the answers

What effect can social media posts from individuals have during emergency situations?

They can signal and detect events effectively. Signup and view all the answers

What is a potential issue identified with using social media during risky events?

Credibility of information can be questionable. Signup and view all the answers

How can social media enhance the efficiency of rescue efforts?

By allowing individuals to broadcast their requests for help. Signup and view all the answers

What narrative-based approach can make information more engaging on social media platforms?

Storytelling featuring personal testimonies. Signup and view all the answers

What role do knowledgeable individuals play in correcting misinformation on social media during risky events?

They can help to quickly correct inaccuracies. Signup and view all the answers

What is one reason for the decline in trust in traditional media?

Reliance on advertising for revenue Signup and view all the answers

How do polished, professional-looking images affect users' perception of information credibility?

They are often associated with reliability and accuracy Signup and view all the answers

What effect can emotional reactions triggered by images and videos have on information processing?

They increase the likelihood of sharing unverified information Signup and view all the answers

What role do social media platforms play in moderating content?

They implement fact-checking systems to combat misinformation Signup and view all the answers

What is one potential downside of fact-checking systems on social media?

They can be perceived as biased or censorious Signup and view all the answers

What did Pennycook & Rand (2020) find regarding accuracy nudges on social media?

They can help reduce the spread of misinformation Signup and view all the answers

Which statement reflects the trend towards using social media as an information source?

Individuals are increasingly relying on social media due to trust issues with traditional media Signup and view all the answers

What is a characteristic of trusting the information based on visuals?

Users may overlook verification due to emotional engagement Signup and view all the answers

What is the primary method of communication used in traditional advertising?

One-way communication with persuasive intent Signup and view all the answers

What is a consequence of disabling comments on social media for brands?

Stronger negative attitudes toward the brand Signup and view all the answers

Why can disabling comments limit a brand’s public interaction?

It restricts dialogue and engagement Signup and view all the answers

Which of the following best describes the focus of public relations?

Building mutually beneficial relationships with the public Signup and view all the answers

How do data analytics benefit advertising on social media platforms?

By tracking demographic characteristics and engagement Signup and view all the answers

What is one benefit of two-way communication on social media for brands?

Enhanced relationship with consumers Signup and view all the answers

What does the term 'narrowcasting' refer to in marketing?

Deliberately targeting a specific, narrow audience Signup and view all the answers

What is a likely reason people follow brands on social media?

To interact and communicate about the brand Signup and view all the answers

Why might some nonprofits focus more on disseminating information than engaging in dialogue on social media?

They often discuss taboo topics Signup and view all the answers

What has been a recent trend in advertising related to digital campaigns?

More budget allocation towards digital ad campaigns Signup and view all the answers

What type of communication does public relations primarily utilize?

Two-way communication aimed at relationships Signup and view all the answers

What can increase the perception of a relationship between a consumer and a brand on social media?

Following the brand on social media Signup and view all the answers

What is the significance of personalization in advertising?

It allows for targeted messaging based on customer preferences. Signup and view all the answers

What is a common outcome when consumers see positive experiences shared by others about a brand?

Improved overall impression of the brand Signup and view all the answers

Which of the following best contrasts traditional advertising with online advertising?

Online advertising can provide real-time analytics and engagement tracking. Signup and view all the answers

What is one characteristic of social media that differs from traditional PR campaigns?

Offers opportunities for real-time interaction Signup and view all the answers

What is one significant advantage of using conversational marketing techniques?

Enhances customer retention rates by 33% Signup and view all the answers

How can user-generated content (UGC) benefit a brand?

It strengthens community bonds and showcases satisfaction Signup and view all the answers

Which social media platform is best suited for real-time engagement and customer support?

Twitter/X Signup and view all the answers

What type of content is recommended for building loyalty on TikTok?

Creative short-form videos leveraging trends Signup and view all the answers

What is a common misconception about companies using consumer data?

Consumers believe their data is always kept private Signup and view all the answers

Why might consumers be more supportive of companies using their data for fraud prevention?

They see personal benefit from fraud prevention Signup and view all the answers

Which strategy is effective for engaging customers on Instagram?

Using storytelling through stories and reels Signup and view all the answers

What impact did the Cambridge Analytica scandal have on consumer comfort regarding data usage?

Reduced comfort specifically for societal research purposes Signup and view all the answers

Study Notes

Social media is increasingly used as a primary information source for current events, news, health information, etc.
Social media allows for two-way communication unlike traditional media.
Social media can address information inequity that exists in traditional media.

Study Examining Perceived Credibility

A 15-point scale was used to measure perceived channel credibility (Johnson & Kaye, 2015).
Participants rated traditional media as moderately credible.
Social media was rated as slightly less credible than traditional media.
Social media was used in addition to traditional media for a full, unbiased story.
Example: Ratings of media outlets.

SM and Political News Consumption

One in five US adults get their political news primarily from social media, especially young adults.
Reliance on social media for political news is associated with lower political knowledge compared to other groups.

SM as an Information Source: Credibility

Credibility issues arise regarding user-generated content on social media.
Perceived credibility is not inherent in the medium; it is based on user perception.
Perceived information credibility is predictive of processing, attitudes, and behaviors.

Information Processing: Elaboration Likelihood Model

High motivation and ability are required for the central route of information processing to be effective.
Central route involves active cognitive processing, leading to durable attitude change.
Peripheral route is less cognitively demanding, leading to shorter-lived attitude change.
Motivational factors (e.g., personal relevance, need for cognition) influence the route.
Ability to process information depends on factors such as distractions and prior knowledge.

Information Processing and Credibility

Individuals use mental shortcuts (peripheral cues or heuristics) to judge the perceived credibility of information.
Three dimensions of information credibility: medium, message, source.
Traditional media decline in trust due to funding issues and bias.
Visual content often influences credibility.

Moderating Content

Platforms now use moderation on content, such as fact-checking.
Moderation efforts are perceived as biased or censorious by some, especially in polarised environments.
Some people are still entrenched in their ideological bubbles.

Algorithms

Algorithms on platforms curate content and reinforce users' pre-existing beliefs.
Algorithms create filter bubbles, limiting exposure to diverse perspectives.
Effects of narrow perspectives: reinforcement of mis-information or biased content.
Increased perceived credibility of information that confirms pre-existing beliefs.

Channel Reliance

More reliance on specific channels makes people perceive them as more credible.
Familiarity and comfort with a particular source contributes to increased credibility.

Message Credibility

Traditional factors (e.g., argument strength, information quality, evidence) are still important in assessing message credibility.
Interaction metrics (likes, shares, retweets) act as social proof and contribute to credibility.
Social endorsements (i.e. endorsements made by others influencing users to regard something as credible) positively influence credibility.

Virality

False information spreads faster and reaches more people on social media than accurate information.
Information overload, novelty, and emotional appeal factors often contribute to the sharing of false information.
Content lacking corroboration (i.e. not peer-reviewed) influences likelihood of sharing virally.

Social media can amplify minor issues into perceived crises by speeding up information spread.
Social media can attenuate (i.e. drown out) critical risks if there is unrelated popular content.
Social sharing is also a significant factor to determining which content algorithms prioritize.
Information quality is not usually a factor when determining what information will be highlighted.

Network Influences

People trust information shared by their friends or people in their network more than sources they don't know.
Trust in the relationship plays a role in the credibility of the source.
Influential members of a network (e.g., opinion leaders) can influence credibility perceptions of messages from less familiar sources.

Information Overload

Online platforms are flooded with information, making it hard to discern what is accurate and relevant.
Individuals might rely on heuristics to determine information importance, leading to potential problems.
Individuals may be unable to determine whether to accept information as truthful due to the lack of corroboration of information.

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Description

This quiz explores the role of social media as a primary source of information for news, health, and politics. It examines perceived credibility among various media types and how social media interacts with traditional channels. Key insights include the growing reliance on social media among younger adults for political news.