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?

<p>Accuracy (A)</p> Signup and view all the answers

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

<p>It facilitates two-way communication (B)</p> Signup and view all the answers

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

<p>Protective action approach (B)</p> Signup and view all the answers

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

<p>Framing issues and one-sided information (D)</p> Signup and view all the answers

How can visual communication improve risk communication effectiveness?

<p>By using infographics and charts for better understanding (A)</p> Signup and view all the answers

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

<p>It allows for rapid sharing of preparedness information. (B)</p> Signup and view all the answers

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

<p>International Corporations (C)</p> Signup and view all the answers

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

<p>Information about the earthquake spread faster than the shockwaves. (D)</p> Signup and view all the answers

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

<p>They can signal and detect events effectively. (C)</p> Signup and view all the answers

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

<p>Credibility of information can be questionable. (B)</p> Signup and view all the answers

How can social media enhance the efficiency of rescue efforts?

<p>By allowing individuals to broadcast their requests for help. (B)</p> Signup and view all the answers

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

<p>Storytelling featuring personal testimonies. (C)</p> Signup and view all the answers

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

<p>They can help to quickly correct inaccuracies. (B)</p> Signup and view all the answers

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

<p>Reliance on advertising for revenue (B)</p> Signup and view all the answers

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

<p>They are often associated with reliability and accuracy (C)</p> Signup and view all the answers

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

<p>They increase the likelihood of sharing unverified information (D)</p> Signup and view all the answers

What role do social media platforms play in moderating content?

<p>They implement fact-checking systems to combat misinformation (B)</p> Signup and view all the answers

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

<p>They can be perceived as biased or censorious (A)</p> Signup and view all the answers

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

<p>They can help reduce the spread of misinformation (A)</p> Signup and view all the answers

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

<p>Individuals are increasingly relying on social media due to trust issues with traditional media (C)</p> Signup and view all the answers

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

<p>Users may overlook verification due to emotional engagement (C)</p> Signup and view all the answers

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

<p>One-way communication with persuasive intent (B)</p> Signup and view all the answers

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

<p>Stronger negative attitudes toward the brand (B)</p> Signup and view all the answers

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

<p>It restricts dialogue and engagement (C)</p> Signup and view all the answers

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

<p>Building mutually beneficial relationships with the public (C)</p> Signup and view all the answers

How do data analytics benefit advertising on social media platforms?

<p>By tracking demographic characteristics and engagement (B)</p> Signup and view all the answers

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

<p>Enhanced relationship with consumers (C)</p> Signup and view all the answers

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

<p>Deliberately targeting a specific, narrow audience (B)</p> Signup and view all the answers

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

<p>To interact and communicate about the brand (A)</p> Signup and view all the answers

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

<p>They often discuss taboo topics (C)</p> Signup and view all the answers

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

<p>More budget allocation towards digital ad campaigns (B)</p> Signup and view all the answers

What type of communication does public relations primarily utilize?

<p>Two-way communication aimed at relationships (A)</p> Signup and view all the answers

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

<p>Following the brand on social media (C)</p> Signup and view all the answers

What is the significance of personalization in advertising?

<p>It allows for targeted messaging based on customer preferences. (B)</p> Signup and view all the answers

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

<p>Improved overall impression of the brand (A)</p> Signup and view all the answers

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

<p>Online advertising can provide real-time analytics and engagement tracking. (C)</p> Signup and view all the answers

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

<p>Offers opportunities for real-time interaction (D)</p> Signup and view all the answers

What is one significant advantage of using conversational marketing techniques?

<p>Enhances customer retention rates by 33% (D)</p> Signup and view all the answers

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

<p>It strengthens community bonds and showcases satisfaction (B)</p> Signup and view all the answers

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

<p>Twitter/X (A)</p> Signup and view all the answers

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

<p>Creative short-form videos leveraging trends (B)</p> Signup and view all the answers

What is a common misconception about companies using consumer data?

<p>Consumers believe their data is always kept private (C)</p> Signup and view all the answers

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

<p>They see personal benefit from fraud prevention (C)</p> Signup and view all the answers

Which strategy is effective for engaging customers on Instagram?

<p>Using storytelling through stories and reels (D)</p> Signup and view all the answers

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

<p>Reduced comfort specifically for societal research purposes (A)</p> Signup and view all the answers

Flashcards

Medium Credibility

The trustworthiness of the source of information, evaluating if the platform is credible.

Traditional Media Trust Decline

Reduced trust in traditional media due to funding issues and potential biased reporting.

Social Media as Alternative

People increasingly use social media as a source of news, but with its own set of challenges.

Visual Content Influence

Visuals, like images and videos, can impact how credible a message is perceived.

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Peripheral Route Processing

Information processing where people don't deeply analyze visual information, but are rather influenced by visuals.

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Fact-Checking Systems

Social media platforms’ efforts to label and downrank misinformation.

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Mixed Effects of Fact-Checking

Fact-checking can be perceived as biased or censorious, especially in politically charged environments.

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Accuracy Nudges

Simple reminders to consider the truthfulness of information before sharing.

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Information Dissemination

Sharing information quickly and effectively, usually for important or urgent matters.

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Narrative Approach

Using stories, personal experiences, or scenarios to convey information, often more engaging than just facts.

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Social Media Users in Risk Situations

Individuals, communities, organizations, governments, and media all use social media to share information and respond during emergencies or risks.

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Preparedness Info Sharing

Social media helps people prepare for risks by spreading warnings and instructions.

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Event Detection

Individuals on social media can quickly identify potential events or risks.

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Help Requests

Social media platforms allow people to request help during emergencies.

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Condition Updates

People use social media to inform others about their safety and well-being during emergencies.

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Credibility Issue

Distinguishing accurate information from false rumors on social media during emergencies is important.

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Religiosity & Credibility

People who are more religious tend to find information from religious sources more believable. This could be due to relying on intuition and trusting authority figures.

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Political Interest & Sharing

Individuals who are actively engaged in politics are more likely to share information, regardless of the source's credibility.

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Risk Communication

The process of sharing information about potential dangers with the public to help them make informed decisions.

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Risk Communication Goals

The primary goals of risk communication include informing the public, encouraging proactive action, building trust, and protecting people.

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Transparency in Risk Communication

Sharing clear, accurate, and up-to-date information with the public is crucial for building trust and enabling effective action.

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Timeliness in Risk Communication

Delivering information about potential risks as quickly as possible allows individuals to take timely action.

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Traditional Media & Risk Communication

Using mass media like television and newspapers to inform the public about risks has wide reach but can be limited in its ability to facilitate two-way dialogue.

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Social Media & Risk Communication

Social media provides a quicker and more interactive platform for sharing information about risks, allowing for both consumption and creation of content.

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What is advertising?

A non-personal communication that uses different media like TV or social media to promote products, services, or ideas. It's usually paid for and aims to persuade the audience.

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What is public relations?

Public relations focuses on building positive relationships between an organization and its public. It uses strategic communication to shape public perception.

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Advertising: One-way or two-way communication?

Advertising uses a one-way communication approach, where the message flows from the advertiser to the audience. The aim is to sell products and services.

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Public relations: One-way or two-way communication?

Public relations uses a two-way communication approach, focusing on building relationships and trust between the organization and its stakeholders.

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What is narrowcasting?

Targeting marketing efforts to a specific and narrow audience, like those most likely to be interested in a product.

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How does data analytics help advertising?

Data analytics tools track user engagement, demographics, and preferences on social media platforms. This allows for personalized advertising, showing relevant ads to targeted audiences.

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What is personalized marketing?

Delivering tailored ads and recommendations based on analyzing customer preferences and behaviours.

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Why is narrowcasting more effective than broadcasting?

Narrowcasting allows advertisers to spend their budget more effectively by targeting individuals most likely to be interested in their product or service, instead of broadcasting to everyone.

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Why disable comments?

Disabling comments on social media can negatively affect a brand's image, leading to a loss of trust, negative attitudes, and lower purchasing intentions.

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Benefits of brand-public interaction

Engaging with the public on social media strengthens brand relationships, demonstrates care for consumers, and facilitates dialogue.

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Perceived immediacy and closeness

Social media allows for real-time interaction with brands, creating a perceived sense of immediacy and closeness with consumers.

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Influence public perceptions

People's interactions with brands on social media can influence their perceptions, attitudes, and behaviors towards the brand.

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Organ donation: Taboo topic

Discussing organ donation is often considered taboo, and media coverage tends to focus on negative aspects.

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Organ procurement organizations (OPOs) and social media

Many OPOs primarily use social media to disseminate information rather than engaging in dialogue with the public.

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Social media affordances

Social media platforms offer features and functionalities that can be utilized in different ways, such as sharing information, engaging in dialogue, and building relationships.

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Research on OPOs' social media usage

Studies analyzing OPOs' social media habits show a tendency to focus on information dissemination rather than engaging in dialogue.

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Conversational Marketing

Engaging customers through two-way communication that feels personal and authentic. It builds loyalty by making customers feel heard and valued.

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Social Media for Customer Service

Using social media platforms to respond quickly to customer inquiries, resolve complaints, and show appreciation for feedback.

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Community Building through UGC

Encouraging customers to share their experiences and content related to your brand, fostering a sense of community and authentically showcasing customer satisfaction.

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Storytelling on Instagram

Using Instagram stories and reels to share engaging narratives that showcase your brand's personality and connect with your audience.

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Real-Time Engagement on Twitter/X

Using Twitter/X for quick responses to customer service inquiries, participating in trending topics, and using humor to build your brand's personality.

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Building Loyalty on TikTok

Leveraging TikTok's short-form video format to create creative and engaging content, collaborate with influencers, and share educational tutorials.

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Data Privacy Concerns

Public concerns about how companies use personal data, fueled by events like the Cambridge Analytica scandal.

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Benefits Outweighing Privacy Concerns

The potential benefits of a new social media app can sometimes outweigh concerns about data privacy, especially if users perceive positive impacts.

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Study Notes

Social Media as an Information Source

  • 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 Amplification and Attenuation

  • 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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Information Source Pt. 1 PDF

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.

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