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

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?

Accepted Answer

FTC

Answer

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:

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

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:

Accepted Answer

Social listening

Answer

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

(APR) Accreditation in Public Relations Certified Practice Test