CCP Digital Communications & Social Media 3

Question 1

A company experiences a social media crisis with rapidly spreading misinformation. Which is the FIRST action a communications professional should take?

Accepted Answer

Monitor and assess the scope and accuracy of what is spreading

Answer

Before responding, communicators must assess the scope, source, and accuracy of the spreading information to craft an appropriate response.

Question 2

What does the term 'dark social' refer to in digital communications analytics?

Accepted Answer

Web traffic from links shared via private channels like messaging apps or email

Answer

Dark social refers to traffic from links shared through private channels (email, SMS, messaging apps) that appear as direct traffic in analytics and cannot be attributed to a specific source.

Question 3

Which of the following best describes an influencer marketing strategy using 'micro-influencers'?

Accepted Answer

Working with creators who have 1,000–100,000 followers for higher engagement in niche audiences

Answer

Micro-influencers (typically 1K–100K followers) often deliver higher engagement rates and more authentic connections with niche audiences than mega-celebrities.

Question 4

In digital communications, what is A/B testing used for?

Accepted Answer

Comparing two versions of content to determine which performs better with the audience

Answer

A/B testing involves serving two content variations to different audience segments to identify which version drives better performance metrics.

Question 5

Which regulation most directly governs how US organizations must handle subscriber consent and opt-out in commercial email marketing?

Accepted Answer

CAN-SPAM Act

Answer

The CAN-SPAM Act establishes rules for commercial email in the US, including mandatory opt-out mechanisms and honest subject lines.

(CCP) Certified Communications Professional Practice Test

(CCP) Certified Communications Professional Practice Test

CCP Digital Communications & Social Media 3