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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
its visual and sensory identity
its communication style and tone of voice
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