APR APR Digital & Social Media Communications 1 — Questions and Answers
Question 1: In social media analytics, 'engagement rate' is typically calculated as:
- Total followers divided by total posts
- Interactions (likes, comments, shares) divided by reach or followers, expressed as a percentage (Correct answer)
- Total impressions divided by total clicks
- Number of posts published per week
Correct answer: Interactions (likes, comments, shares) divided by reach or followers, expressed as a percentage
Engagement rate measures audience interaction relative to reach or follower count, indicating content resonance.
Question 2: Which federal agency regulates social media endorsements and requires disclosure of material connections between brands and influencers in the US?
- FCC
- SEC
- FTC (Correct answer)
- NLRB
Correct answer: FTC
The Federal Trade Commission (FTC) requires clear and conspicuous disclosure when there is a material connection between an endorser and a brand.
Question 3: A 'dark post' on social media platforms refers to:
- Content posted after midnight
- Targeted paid ads that appear in specific users' feeds but not on the brand's public timeline (Correct answer)
- Posts that have been removed by the platform
- Organic content with very low reach
Correct answer: Targeted paid ads that appear in specific users' feeds but not on the brand's public timeline
Dark posts are sponsored or targeted ads that are not published on the advertiser's public page but appear in specific users' newsfeeds.
Question 4: What does 'share of voice' measure in a digital PR context?
- The number of times a brand is mentioned on social media
- A brand's mentions as a percentage of all mentions in its competitive set (Correct answer)
- The ratio of positive to negative comments
- The percentage of total ad spend compared to competitors
Correct answer: A brand's mentions as a percentage of all mentions in its competitive set
Share of voice measures a brand's proportion of total industry or competitive mentions, indicating its relative prominence in online conversation.
Question 5: The practice of monitoring online platforms for brand mentions, competitor activity, and industry trends in real time is called:
- Content marketing
- Social listening (Correct answer)
- Search engine optimization
- Community management
Correct answer: Social listening
Social listening involves tracking and analyzing online conversations to gain insights about a brand, audience, or industry.
Question 6: When a PR crisis goes viral on social media, the first recommended action according to best practices is to:
- Delete all negative comments
- Issue an immediate, fully detailed legal statement
- Acknowledge the situation quickly and commit to providing more information (Correct answer)
- Ignore it until traditional media picks it up
Correct answer: Acknowledge the situation quickly and commit to providing more information
Early acknowledgment demonstrates responsiveness, buys time to gather facts, and helps prevent speculation from filling the information vacuum.
APR APR Digital & Social Media Communications 1
In social media analytics, 'engagement rate' is typically calculated as: