Final Writing Exam

What were the top three social media platforms as of 2022

youtube, facebook, instagram

Top five social channels used by businesses

Facebook, Instagram, Twitter, Youtube, LinkedIn

7 PR focused social media strategies

influencers, hashtags, blogger, encourage senior management to use linkedin, interact with journalists and editors on social media, respond to your audiences, ambassador, share press releases on social

Toll that enables users to connect multiple social media accounts and post in advance from a single interface?

a management software

What is the pareto principle? how does it apply to social media?

80/20 rule. 80% of content is social, 20% is sales. entertain, inform and educate

Three primary aims a business should have for social media

entertain, inform, educate

Six of the eight reasons someone might unfollow a business on social media?

too many ads, post too much, negative press, corporate scandal, too much selling, not trustworthy, poor customer service

What is it called when someone not directly related to the brand (typically an influencer or partner brand) creates and posts content on your company’s behalf

account takeover

What is taking a topical story in the news and finding a way to make it relate to your brand in either an entertaining or informational way? when should you do it?

newsjacking

Name three examples of social media engagement

likes, shares, comments

what are three recurring events you can apply to a social media calendar

holiday stuff, team/user shoutouts, products

name three ways a brand personality comes to life

1. its visual and sensory identity
2. its communication style and tone of voice
3. how it acts

what makes up a brands visual and sensory identity

logo, brand colors, typography, imagery, and other visual elements like illustration or photography styles

draw the e newsletter reverse pyramid

first- grab attention

build interest

call to action

what is the writing called that makes up the bulk of your e newsletter called

body copy

three ways to make your e newsletter pleasing to the eye

short sentences and paragraphs, strategic bolding and bullet points, good use of tone to keep people moving

what does placing content above the fold mean in digital communications

It means placing information at the top of the page so that the reader doesnt have to scroll to get the important info.

name three ways to understand your audience

surveys, focus groups, review analytics, measure net promoter score

what is a net promoter score

when you send out a survey and you ask people to rate you on a scale of 1 to 10. 9-10 are promoters, 7-8 are neutral and 0-6 are detractors

know how to calculate a net promoter score

divide amount of people that read it by the number of promoters, same with detractors and then subtract detractors from promoters

name six types of crises

technological

scandals

malevolent attacks

accidents & natural disasters

financial

product

7 crisis communication response techniques discussed in class

Keep calm

form a crisis team

assign a spokesperson

respond swiftly

act with honesty and integrity

monitor

stay silent when appropriate

what are the 8 characteristics of newsworthy information

timeliness, proximity, human interest, significance, unusualness, conflict, newness, prominence

nine ways to create news

social events, top 10 lists, contest, protests, polls and surveys, public appearances, publicity stunts, product demonstrations, awards

what is a CTA? name three

a message to get the audience to do something. bCall now, buy now, visit our website

boilerplate

nuts and bolts of ap style

numbers

dates

citations

capitalizations

headlines

what type of media within peso is considerd the traditional domain of public relations

Earned

into what peso category do compensated instagram influencers fall

Paid

what part of peso is a billboard

Owned

peso types with highest predictability

Paid, Owned

which peso media do people trust the least

Paid

three ways to track the effectivness of a paid media campaign

Link clicks, content downloads, follower increase, conversion rate

measuring an increase in website traffic on the day of a press release is one way to track the effectivness of what form of media

Earned

what is SEO

Search engine optimization

siz important SEO factors

alt tags

keywords

usability

navigation

ease of use

character limit

whats an alt tag

description of an image

why use an alt tag

usability, google can index the page better