APR Digital & Social Media Communications Flashcards

In social media analytics, 'engagement rate' is typically calculated as:

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.

Which federal agency regulates social media endorsements and requires disclosure of material connections between brands and influencers in the US?

Answer: FTC

The Federal Trade Commission (FTC) requires clear and conspicuous disclosure when there is a material connection between an endorser and a brand.

A 'dark post' on social media platforms refers to:

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.

What does 'share of voice' measure in a digital PR context?

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.

The practice of monitoring online platforms for brand mentions, competitor activity, and industry trends in real time is called:

Answer: Social listening

Social listening involves tracking and analyzing online conversations to gain insights about a brand, audience, or industry.

When a PR crisis goes viral on social media, the first recommended action according to best practices is to:

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.