CPC Digital & Social Media Communication Flashcards

Which social media metric BEST measures audience engagement rather than just reach?

Answer: Engagement rate (likes, shares, comments per follower)

Engagement rate measures active audience interaction relative to audience size, reflecting true resonance rather than passive exposure.

The concept of 'earned media' in digital communication refers to:

Answer: Publicity gained through organic sharing, mentions, and press coverage

Earned media is organic coverage and sharing generated by the quality of your content or news value, not paid placement.

In a digital crisis situation, the 'golden hour' rule for public communicators means:

Answer: Issuing an initial holding statement within the first hour to demonstrate awareness

Responding within the first hour—even with a brief holding statement—signals responsiveness and helps control the narrative before misinformation spreads.

A social media content calendar is PRIMARILY used to:

Answer: Plan, organize, and schedule content across platforms for strategic consistency

A content calendar coordinates messaging across platforms, ensures consistent cadence, and aligns posts with organizational goals and campaigns.

Which practice BEST describes 'social listening' in digital communication?

Answer: Tracking and analyzing online conversations about a brand, topic, or industry

Social listening uses tools to monitor and analyze mentions, sentiment, and trends across social platforms to inform communication strategy.

The CAN-SPAM Act primarily governs which type of digital communication in the US?

Answer: Commercial email messages

The CAN-SPAM Act sets rules for commercial email, requiring honest headers, clear opt-out mechanisms, and truthful subject lines.