CPC Digital & Social Media Communication Flashcards

In digital analytics, 'bounce rate' measures:

Answer: The percentage of visitors who leave a website after viewing only one page

Bounce rate tracks the percentage of sessions where users leave without interacting further, indicating whether content is engaging or relevant.

Which approach BEST describes 'newsjacking' as a digital communication tactic?

Answer: Inserting a brand's perspective into breaking news stories to gain media attention

Newsjacking involves quickly creating relevant content tied to a breaking news story to capture audience attention and media coverage.

A CPC professional managing a brand's online reputation should PRIMARILY respond to negative reviews by:

Answer: Responding promptly, professionally, and offering a resolution path

A prompt, professional response to negative reviews demonstrates accountability and often turns a negative experience into a positive public demonstration of customer care.

The 'algorithm' on social media platforms affects public communication by:

Answer: Determining which content is shown to which users based on relevance and engagement signals

Social media algorithms prioritize content based on engagement signals, meaning communicators must create resonant, interactive content to maximize organic reach.

Which digital communication tool is BEST suited for real-time audience Q&A during a public announcement?

Answer: Live streaming with interactive chat

Live streaming with interactive chat enables two-way, real-time engagement, allowing audiences to ask questions and receive immediate responses.

Sentiment analysis in digital communication is used to:

Answer: Grade the emotional tone of audience conversations about a brand or topic

Sentiment analysis uses data tools to classify online mentions as positive, negative, or neutral, providing insight into public perception.