APR APR Digital & Social Media Communications

Question 1

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

Accepted Answer

Interactions (likes, comments, shares) divided by reach or followers, expressed as a percentage

Answer

Total followers divided by total posts

Answer

Total impressions divided by total clicks

Answer

Number of posts published per week

Question 2

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

Accepted Answer

FTC

Answer

FCC

Answer

SEC

Answer

NLRB

Question 3

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

Accepted Answer

Targeted paid ads that appear in specific users' feeds but not on the brand's public timeline

Answer

Content posted after midnight

Answer

Posts that have been removed by the platform

Answer

Organic content with very low reach

Question 4

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

Accepted Answer

A brand's mentions as a percentage of all mentions in its competitive set

Answer

The number of times a brand is mentioned on social media

Answer

The ratio of positive to negative comments

Answer

The percentage of total ad spend compared to competitors

Question 5

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

Accepted Answer

Social listening

Answer

Content marketing

Answer

Search engine optimization

Answer

Community management

Question 6

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

Accepted Answer

Acknowledge the situation quickly and commit to providing more information

Answer

Delete all negative comments

Answer

Issue an immediate, fully detailed legal statement

Answer

Ignore it until traditional media picks it up