SM Midterm Study Guide | Riley B
1. Lecture/Presentation: Weeks 1 - 7
2. What is Social Media?: - refers to online platforms and applications that allow people to create, share, and
interact with content as well as connect with others
- These platforms enable users to communicate, share ideas, photos, videos and other forms of media, and participate
in communities and networks
3. How is social media different than traditional media?: - Distribution
- Audiences
- Content
4. What is an advertisement?: - a non-personal communication of information usually paid for and usually persuasive
in nature about products, services, or ideas identified by sponsors through various media types.
5. What is Public Relations?: - is the management function that establishes and maintains mutually beneficial
relationships between an organization and the publics on whom its success or failure depends on.
6. What does social media do?: Manages relationships
7. What are the different types of stakeholders?: - Internal
- External
8. What are some examples of internal stakeholders?: - employees, managers, owners
9. What are some examples of external stakeholders?: - Society, suppliers, Government, creditors,
shareholders, customers
10.When people think about Public Relations and Advertising:: They are think- ing with Tactics
11.What is included in the PESO model?: - Paid media
- Earned media
- Shared media
- Owned media
12.What is considered Paid Media?: - Includes the cost of the buy itself, this is based on the layout space, airtime,
or page views.
13.What is considered Earned Media?: - The work of traditional media relations. Since organizations do not pay for
coverage, it carries an implication that the product/message is newsworthy beyond the organization
- Earned media is known for being:
- Uncontrolled
- Does not fit every campaign situation
14.What is considered Owned Media?: - Can and should act as the center of an organization content universe
- Provides a place for others to gather info about the topic
, SM Midterm Study Guide | Riley B
15.What is considered Shared media?: - Social media outreach. The initial mes- sage is controlled by an
organization but they also facilitate direct, uncontrolled conversations with individuals and other organizations.
16.What is converged media?: Additional overlap between the 4 main types of communication channels.
17.What does engagement ultimately aim to do?: - Awareness
- Acceptance
- Action
18.What is the 1 - 9 - 90 model?: - 1% of people create content & learn
- content
- top opinion leaders/drive the idea
- Important to focus on content and relationships here
- 9% share and repackage
- Distribution
- Second concentric circle of influence/people who carry the message
- Important to surround sound with paid + earned media
- 90% Listen
- Audience
- reflects what customers read, search, and discover online every day
- Important to listen, educate, share, and provide unique experiences
19.What is a brand?: A intangible asset that is intended to create "distinctive images and association in the minds of
stakeholders thereby generating economic benefit/values
20.What do brands do?: - Offer cognitive shortcuts that simplify the world
- Provide a promise of what we can expect
- Differentiate us from the competitors
- Provide value over the non-brand
- Provide a sense of belonging
21.What is branding?: - Process of giving a meaning to a specific organization, company, products, or services by
creating and shaping a brand in consumers minds
22.What is brand values?: - What are the key values of your brand?
- Why are you here?
- What is your purpose?
23.What is a brand narrative?: - Concise, streamlined story that acts as the platform for an organizations
marketing and communications
- Is NOT a script for you to repeat verbatim, but a messaging framework for you to interpret and communicate
24.What is brand voice?: The distinct personality a brand takes on in its commu- nications
1. Lecture/Presentation: Weeks 1 - 7
2. What is Social Media?: - refers to online platforms and applications that allow people to create, share, and
interact with content as well as connect with others
- These platforms enable users to communicate, share ideas, photos, videos and other forms of media, and participate
in communities and networks
3. How is social media different than traditional media?: - Distribution
- Audiences
- Content
4. What is an advertisement?: - a non-personal communication of information usually paid for and usually persuasive
in nature about products, services, or ideas identified by sponsors through various media types.
5. What is Public Relations?: - is the management function that establishes and maintains mutually beneficial
relationships between an organization and the publics on whom its success or failure depends on.
6. What does social media do?: Manages relationships
7. What are the different types of stakeholders?: - Internal
- External
8. What are some examples of internal stakeholders?: - employees, managers, owners
9. What are some examples of external stakeholders?: - Society, suppliers, Government, creditors,
shareholders, customers
10.When people think about Public Relations and Advertising:: They are think- ing with Tactics
11.What is included in the PESO model?: - Paid media
- Earned media
- Shared media
- Owned media
12.What is considered Paid Media?: - Includes the cost of the buy itself, this is based on the layout space, airtime,
or page views.
13.What is considered Earned Media?: - The work of traditional media relations. Since organizations do not pay for
coverage, it carries an implication that the product/message is newsworthy beyond the organization
- Earned media is known for being:
- Uncontrolled
- Does not fit every campaign situation
14.What is considered Owned Media?: - Can and should act as the center of an organization content universe
- Provides a place for others to gather info about the topic
, SM Midterm Study Guide | Riley B
15.What is considered Shared media?: - Social media outreach. The initial mes- sage is controlled by an
organization but they also facilitate direct, uncontrolled conversations with individuals and other organizations.
16.What is converged media?: Additional overlap between the 4 main types of communication channels.
17.What does engagement ultimately aim to do?: - Awareness
- Acceptance
- Action
18.What is the 1 - 9 - 90 model?: - 1% of people create content & learn
- content
- top opinion leaders/drive the idea
- Important to focus on content and relationships here
- 9% share and repackage
- Distribution
- Second concentric circle of influence/people who carry the message
- Important to surround sound with paid + earned media
- 90% Listen
- Audience
- reflects what customers read, search, and discover online every day
- Important to listen, educate, share, and provide unique experiences
19.What is a brand?: A intangible asset that is intended to create "distinctive images and association in the minds of
stakeholders thereby generating economic benefit/values
20.What do brands do?: - Offer cognitive shortcuts that simplify the world
- Provide a promise of what we can expect
- Differentiate us from the competitors
- Provide value over the non-brand
- Provide a sense of belonging
21.What is branding?: - Process of giving a meaning to a specific organization, company, products, or services by
creating and shaping a brand in consumers minds
22.What is brand values?: - What are the key values of your brand?
- Why are you here?
- What is your purpose?
23.What is a brand narrative?: - Concise, streamlined story that acts as the platform for an organizations
marketing and communications
- Is NOT a script for you to repeat verbatim, but a messaging framework for you to interpret and communicate
24.What is brand voice?: The distinct personality a brand takes on in its commu- nications
