CPC CPC Digital & Social Media Communication 2 — Questions and Answers
Question 1: When selecting a social media platform for a B2B communication campaign, a CPC professional should FIRST consider:
- The platform with the most total users globally
- Where the target professional audience is most active and engaged (Correct answer)
- The platform with the lowest advertising cost
- Which platform has the most visual content options
Correct 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.
Question 2: SEO (Search Engine Optimization) is important in public communication because it:
- Replaces the need for social media
- Increases organic visibility so target audiences can discover relevant content (Correct answer)
- Guarantees top placement in paid search results
- Only benefits e-commerce websites
Correct 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.
Question 3: A 'dark post' on social media refers to:
- Content posted after midnight
- A targeted paid advertisement not visible on a brand's public timeline (Correct answer)
- Content about negative topics
- Deleted posts recovered from archives
Correct 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.
Question 4: Which of the following is a key principle of ADA-compliant digital communication?
- Using only video content for engagement
- Providing alt text for images and captions for video content (Correct answer)
- Publishing content exclusively in English
- Limiting website content to 500 words per page
Correct 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.
Question 5: The 'PESO' model in modern public communication stands for:
- Publish, Engage, Share, Optimize
- Paid, Earned, Shared, Owned media (Correct answer)
- Plan, Execute, Summarize, Oversee
- Promote, Educate, Sponsor, Organize
Correct 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.
Question 6: User-generated content (UGC) is valuable in public communication campaigns PRIMARILY because it:
- Reduces the need for professional photography
- Builds credibility and trust through authentic peer perspectives (Correct answer)
- Eliminates the need for a content strategy
- Is always legally available for commercial use
Correct 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.
CPC CPC Digital & Social Media Communication 2
When selecting a social media platform for a B2B communication campaign, a CPC professional should FIRST consider: