CPC Digital & Social Media Communication Flashcards

When selecting a social media platform for a B2B communication campaign, a CPC professional should FIRST consider:

Answer: Where the target professional audience is most active and engaged

Platform selection should be driven by where your specific target audience spends their time and engages with relevant content.

SEO (Search Engine Optimization) is important in public communication because it:

Answer: Increases organic visibility so target audiences can discover relevant content

SEO ensures that content ranks higher in organic search results, extending its reach to audiences actively seeking relevant information.

A 'dark post' on social media refers to:

Answer: A targeted paid advertisement not visible on a brand's public timeline

Dark posts are paid social ads targeted to specific audience segments that don't appear on the brand's public page feed.

Which of the following is a key principle of ADA-compliant digital communication?

Answer: Providing alt text for images and captions for video content

ADA compliance requires digital content to be accessible to people with disabilities, including descriptive alt text and video captions.

The 'PESO' model in modern public communication stands for:

Answer: Paid, Earned, Shared, Owned media

The PESO model categorizes media types into Paid, Earned, Shared, and Owned, providing a comprehensive framework for integrated communication planning.

User-generated content (UGC) is valuable in public communication campaigns PRIMARILY because it:

Answer: Builds credibility and trust through authentic peer perspectives

UGC leverages authentic voices from real customers or community members, which audiences perceive as more trustworthy than brand-produced content.