CPRS Social Media Management 2

Question 1

A brand's Instagram post receives an unexpected viral backlash. What should be the PR team's FIRST step?

Accepted Answer

Monitor the conversation and assess the scope before responding

Answer

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?

Accepted Answer

Engagement rate (likes, comments, shares divided by reach)

Answer

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?

Accepted Answer

Issue a calm, factual correction through official channels

Answer

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?

Accepted Answer

Planning and organizing content publication dates and topics in advance

Answer

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?

Accepted Answer

Paid ads that appear in users' feeds but not on the brand's public page

Answer

Dark posts are paid targeted ads that appear in specific users' feeds without being publicly visible on the brand's profile page.

(CPRS) Certified Public Relations Specialist Practice Test