UF PUR3622 Exam 1 Fall 2020

a statement that injures someone's reputation

-Must be false, hurt someone's reputation in a way that can be proven -Statement must be published or spoken to at least one other person besides person who is the subject of the statement -The false statement has to be factual -The statement must be made with fault (defendant was careless or negligent, or actually knew the statement was false)

A private fact is "information about someone's personal life that has not previously been revealed to the public, that is not of legitimate public concern, and the publication of which would be offensive to a reasonable person.

Avoiding conflicts of interest builds the trust of clients, employers, and the publics -Always disclose and follow FTC guidelines -Subject matter experts should include a link to their resume in their bios -Your company's social media policies should include guidelines for disclosures

-misappropriation of name or likeness; name, picture, or other personal attribute is used without their permission -Celebrities have a right of publicity, which stops you from using their name or likeness for commercial purposes -Bottom line: don't use anyone's name or picture on social media without their permission

a form of defamation that refers to written or recorded communication (includes social media posts & content)

-claim to Intellectual Property rights of an original work of authorship (music, graphics, literature, etc.) -Need permission, not just attribution

word, name, phrase, or symbol used to distinguish a product or service from others in the marketplace

Client trust requires appropriate protection of confidential and private information -If youre not sure, don't post (check with legal first) -Keep any confidential information private I-f you see confidential information has been shared, advise someone of authority -Don't post about new products or share financial information prior to release

An exception to copyright laws that allows you to use copyrighted material for purposes such as educational use, news reporting, commentary, or criticism

-The purpose and character of the use (added something to serve public interest) -Nature of the copyrighted work (factual materials more likely to qualify for fair use than creative works) -Amount and substantiality of the portion taken in relation to the copyrighted work as a whole -Effect of the use upon the potential market for or value of copyrighted work

presents core values and provisions of conduct for public relations professionals to use as a guide as we carry out our ethical responsibilities

-Honesty -Advocacy -Fairness -Expertise -Independence -Loyalty

allows you to track, analyze, and respond to conversations about your brand and industry online (looks beyond metrics/numbers to consider sentiment and share of voice)

actively looking for mentions of your brand, competitors, product, and keywords relevant to your business (based on metrics like engagement rate, volume of mentions)

-examples: Hootsuite, Sysomos, Mention -enterprise level→used on large scale for global corporations -robust visuals that are presented in easy ways -challenges: not necessarily great with sentiment, can be expensive

-collect public social media posts, blog posts, articles, forum posts, comments on select platforms (for example, Reddit) -tweetdeck is free from twitter, lets you monitor in real time

-the attitudes and feelings people have about your brand on social media, track sentiment and perception to help manage reputation -Set the baseline for sentiment -Listen for ways to improve sentiment -Respond to both negative and positive comments -Negative shift in sentiment may mean a crisis is brewing

joining relevant conversations, your brand doesn't always have to be the subject of conversation; monitor what's trending and how people are reacting

Panera Bread "To All The Bread I've Eaten Before

an image supported by ambiguous text that focuses on the brand or product and its use. Without context from the image, it would be impossible to know what the consumer is posting about. For example, a customer drinking a Coca-Cola with the text, "yum."

online readers pay close attention to information carrying messages and when the images are relevant, readers spend more time looking at the images then they do reading text on the page -Visual content 40x more likely to get shared on social media than other types of content -FB post with images see 2.3x more engagement than those without -More than 200 million monthly users on Instagram & more than 40 million on Pinterest use visuals to find/shop for products & share their opinions

-know the keywords you want to monitor -Your brand name & handles -Product names & slogans -Names of key people in your company (CEO, spokesperson) -Campaign names, keywords, branded hashtags -Same information for competitors -Industry keywords, hashtags -Common mispellings of brand names, products, etc.

-Florida Gators vs. "Florida Gators": adding quotes searches for the whole term instead of individual words -"#GoGators" AND "football": AND searches for results that include both terms -"#GoGators" OR "football": OR searches for results that include either of the terms -"#GoGators" NOT "football": NOT searches for results that include the first term but not the term following -("#GoGators" AND "football") NOT "Mullen": adding brackets groups a section of the search

photo/video, carousels, facebook messenger, slideshows, collections, playables, instant experience

photo/video, stories, ads in explore, shoppable ads, carousels

Amplify Pre-Roll, Amplify Sponsorships,First View, video is the first thing they see when they open Twitter, Promoted Trend Spotlight, Branded Hashtags, Conversation card, Website card, App card, Carousels,Video website card

sponsored content, sponsored messaging, text ads, dynamic ads

skippable in-stream, action ads, reach ads, discovery, nonskippable in-stream, bumper, masthead

-Created with customer data you have available (email list, website visitors, app users) -Reach people who have relationships with your organization -Customer file, website traffic, app activity, engaging with content

-Lets you target ads towards individuals who are similar to your custom audience -Lookalike audiences not always exactly the same, be careful -Can generate broader reach, but make sure that reach is valuable

-lets you advertise to people based on previous actions they've taken -Pixels allow you to retarget more effectively, you can retarget those who have already engaged with your content or your page -retarget across platforms

frequency is too high and consumers see ads again and again and stop responding as much

maximum you are willing to pay for a specific outcome (click or view) on your ad, don't bid too low because then you won't be competitive

let Facebook set the bid that helps you get the most post engagement for the best prices (most actions for best price)

-enter a bid based on what post engagements are worth to you -Often charged less than maximum bid

cost per thousand, based on how many people see your ad

running similar ads that are different that can still drive to the same objective to avoid ad fatigue (seeing the same content)

-drive traffic to website -drive impressions -how many people saw your ad (reach)?

-get people to start thinking about your business and look for more info about it -app-installs, video views, lead generation ads

-breaks up your audience into 2 groups, 50% of visitors see variation A and 50% see variation B, tells you which one of the two pieces of content performed best -Don't change multiple variables at once

-research & audit, -set goals and objectives -define your brand voice & persona -build your channel and content strategies -determine your tactics -measure and report success

Key Performance Indicators are quantifiable metrics used to measure success in reaching your objectives.

Strategic plan for how an organization will incorporate social media into its business. Should be aligned with the org's plans and goals. Provides clarity and guidance for processes and desired outcomes. Can be at the enterprise level or campaign level

broad primary outcomes that help an organization pursue its mission (big picture)

specific, measurable steps taken to achieve goals

-Building brand awareness -Managing brand reputation -Build and manage engaged community -Increase conversion/sales -Gain customer market/insights -Identify and nurture leads -Deliver customer support/service -Identify crisis and manage communications -Improve internal communications

Specific, Measurable, Attainable, Realistic, Time-bound

-What adjectives describe your organization and brand? -How would you like your publics to describe you? -What's your point of differentiation? -What's your one thing?; character/persona, tone, language, purpose

allocate resources based on peaks/valleys throughout the year. Consider seasons, announcements, customer trends, shift resources as need

-Monitoring, management or analytic tools -Stock images, video or audio -Social media advertising -Paid influencer partnerships

any content that has been created/submitted/published by users of a brand, encouraged for brands to use

-It's OK to Repurpose Content -Not everything should be repurposed -Sharability of content and how you repurpose for amplification -If the content is doing well on the platform, consider testing it on other platforms

content you create yourself on behalf of your organization

content gathered and shared from users or other credible sources

-Videos 20 minutes in length or longer account for 55% of total video consumption time on smartphones, longform content is helpful

-example of a nonlinear story arc (instagram) -highly validated by the reactions they get from their posts. They want to be provocative and earn attention through the reactions of others (twitter and facebook, content code)

-easy and efficient way to keep track of your content and key dates, pick the platform that works best for your team -can be monthly or weekly depending on needs -living document

Week, Date, Time/Time Zone, Platform, Type of Content, Topic/Campaign, Copy, Link to asset, paid or organic, link to live post

-Content meant to build awareness -Discovery

-Facilitates evaluation -Convert people aware of problems/solutions into leads -Consideration, evaluation, interest

-Facilitate a conversion -Customer takes any action that you want them to take -Conversion, purchase

-Loyalty -Advocacy

-Problem: Build credibility by clearly understanding the challenge or pain points your followers are experiencing that they clearly want to mitigate. -Agitation: the problem really sucks -Solution: there has to be a better way, and there is. -Understand followers' challengers to resolve problems -"Why do my followers need my product or service?"

-Asking your followers to do something, and know why your followers would care -Attention: Appeals to the readers -Interest: provide a little detail on how they can get what they want -Desire: connect to the feeling they'll get if they take action -Action: ask them to do what you want them to do

=Credibility booster, proving your followers will solve their problem by checking out your content -Tend to be more positive than PAS -Problem: jobs to be done framework from PAS, understand followers' challenges and pain points -Advantages: why will their lives be better off without the challenge? Help them envision a better life, emotion -Proof: back it up -Action: ask them to do what you want them to do

-Catch attention, thumb-stopping content -How are you going to use content to reach your goals and connect with your audience?

storytelling that portrays the story seemingly out of order, tend to drive higher engagement

helps you grow your audience and show how much people like you, a reputable article from your organization - it's valuable to your audience

before social media, journalists were the gatekeepers of the news, went through traditional communication channels such as print, TV, radio.

-More direct access to your publics -Increased 2-way communication -Everyone is a journalist, blogger, influencer -Owned channel where you can control your message -24/7 news cycle -Hyper-localized and tailored messaging

easier to... -Engage in two-way dialogue -Learn about stakeholders -Track sentiment and perception -Build online communities, turn customers into brand advocates -Target niche markets, demographics -Increase visibility and reach untapped markets

have 40% created and 60% curated, more promotional with more user generated and reputable so you're not bombarding your audience with commercial messages

it made them look cooler, smarter, funnier, or more relevant -the content struck some type of emotional chord, -it's practical or timely -because you found a new idea and can't wait to be the first to share it -you felt deeply connected to the author and you want to support them.

-can include contact info so fans can connect directly from profile -category title -call to action buttons (make an appointment, make reservations, buy tickets) -investing in instagram ads also beneficial -hide certain content or photos -analytics and insights allow you to see impressions, profile views, follower into

-allows you to block and hide certain things from your feed -prevents comments that contain certain words from being posted

-function like subdomains of your company page that allow you to spotlight specific areas of your business, like a particular brand or ongoing initiative -members can choose to follow one or more of your spotlight pages if they're particularly interested in a specific aspect of your company. You can create up to 10 pages by default -click the Me icon at the top of the linkedin page, then choose your company page under the manage section

-make your content more searchable on Youtube -Pick a small number of hyper-relevant hashtags rather than an exhaustive list. If you use more than 15 tags, all tags on that video will be ignored anyway -Hashtags in the title and description will be hyperlinked -Users can click on hashtags that appear in your video title, above your video title or in the description to go to that hashtag's search results page

a day or less

Facebook

false

false

retargeting

Getting people to start thinking about your brand and looking for more information on it

create multiple ad variations

Advertising that appears integrated and cohesive with page content

false

false