CPC CPC Digital & Social Media Communication

Question 1

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

Accepted Answer

Engagement rate (likes, shares, comments per follower)

Answer

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

Question 2

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

Accepted Answer

Publicity gained through organic sharing, mentions, and press coverage

Answer

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

Question 3

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

Accepted Answer

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

Answer

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

Question 4

A social media content calendar is PRIMARILY used to:

Accepted Answer

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

Answer

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

Question 5

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

Accepted Answer

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

Answer

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

(CPC) Certified Public Communicator Practice Test

(CPC) Certified Public Communicator Practice Test

CPC CPC Digital & Social Media Communication