2. Key terms
pg 9.5-16
•
Media cloverleaf- created by Historical Edelman PR, social media are among four overlapping
environments, which also include traditional media, owned media and hybrid media.
•
Diffusion- the rapid spread of social media over a few short years that can change job roles for
news reporters, PR people, marketers, and others in a wide variety of positions.
•
Real-time Social Engagement- about being able to engage and reply in real-time to your
customers' issues and complaints.
3. PG 11-12
• Crowd-sourcing- when audience piece together bits of information into a
larger narrative for storytelling.
• Platforms- Facebook walls, Twitter feeds, Snapchat, Instagram. Each
platform tells different stories.
4. PG 13&14
• Uses & Gratifications: a research perspective emphasizing active audience
participation
• Sentiment Analysis: computer and human coding for positive, neutral, and
negative techniques to drive high placement during keyword searches
• Gatekeepers: those who perform a traditional news editorial function of
story selection
5. Page 15-16.01
• Earned Media- is a cost only time to engage, in contrast to the more
expensive cost of advertising within a show.
