CPRS Social Media Management 2 — Questions and Answers
Question 1: A brand's Instagram post receives an unexpected viral backlash. What should be the PR team's FIRST step?
- Delete the post immediately without comment
- Monitor the conversation and assess the scope before responding (Correct answer)
- Issue a press release to traditional media outlets
- Disable comments on all social media channels
Correct answer: Monitor the conversation and assess the scope before responding
Assessing the scope of the backlash first allows the PR team to craft an appropriate, informed response rather than acting reactively.
Question 2: Which metric best indicates the quality of audience engagement on social media rather than just reach?
- Total impressions
- Follower count
- Engagement rate (likes, comments, shares divided by reach) (Correct answer)
- Number of posts published per week
Correct answer: Engagement rate (likes, comments, shares divided by reach)
Engagement rate measures how actively audiences interact with content relative to how many people saw it, reflecting true audience connection.
Question 3: A competitor posts false claims about your client on Twitter. What is the recommended PR response?
- Retweet the false claims with a sarcastic reply
- Ignore it entirely to avoid amplifying the message
- Issue a calm, factual correction through official channels (Correct answer)
- Report the competitor to the platform and say nothing publicly
Correct answer: Issue a calm, factual correction through official channels
A calm, factual correction through official channels corrects the record without escalating conflict or appearing defensive.
Question 4: What is a 'content calendar' used for in social media management?
- Scheduling employee vacation days
- Planning and organizing content publication dates and topics in advance (Correct answer)
- Tracking the number of followers gained each month
- Logging customer complaints received via social media
Correct answer: Planning and organizing content publication dates and topics in advance
A content calendar helps teams plan, organize, and schedule posts in advance to ensure consistent and strategic messaging.
Question 5: Which of the following best describes 'dark posting' on social media platforms like Facebook?
- Posting content only visible to competitors
- Publishing content late at night to avoid scrutiny
- Paid ads that appear in users' feeds but not on the brand's public page (Correct answer)
- Deleting posts after they receive negative engagement
Correct answer: Paid ads that appear in users' feeds but not on the brand's public page
Dark posts are paid targeted ads that appear in specific users' feeds without being publicly visible on the brand's profile page.
Question 6: A nonprofit client wants to maximize organic reach on a limited budget. Which social media strategy is most effective?
- Posting the same content daily across all platforms
- Creating shareable, emotionally resonant content tailored to each platform (Correct answer)
- Purchasing as many followers as possible
- Focusing exclusively on LinkedIn regardless of audience demographics
Correct answer: Creating shareable, emotionally resonant content tailored to each platform
Emotionally resonant, platform-specific content encourages organic sharing, which extends reach without paid promotion.
Question 7: What does 'social listening' primarily involve in a PR context?
- Attending social events to gather industry gossip
- Monitoring online conversations about a brand, competitors, and industry trends (Correct answer)
- Following influencers on all major platforms
- Reading employees' private social media posts
Correct answer: Monitoring online conversations about a brand, competitors, and industry trends
Social listening tracks online mentions, sentiment, and conversations to inform PR strategy and identify emerging issues before they escalate.
CPRS Social Media Management 2
A brand's Instagram post receives an unexpected viral backlash.
What should be the PR team's FIRST step?