CPRS Social Media Management 3 — Questions and Answers
Question 1: When selecting an influencer for a PR campaign, which factor is most important to evaluate?
- Total follower count across all platforms
- Audience alignment with the brand's target demographic (Correct answer)
- The influencer's personal political views
- Whether the influencer has appeared in traditional media
Correct answer: Audience alignment with the brand's target demographic
Audience alignment ensures the campaign message reaches people who are likely to be receptive and relevant to the brand's objectives.
Question 2: Under FTC guidelines, how must influencers disclose a paid partnership on social media?
- A small asterisk anywhere in the post
- Clear and conspicuous disclosure using terms like #ad or #sponsored (Correct answer)
- A disclosure buried in a long string of hashtags
- No disclosure is required if the product is free rather than paid
Correct answer: Clear and conspicuous disclosure using terms like #ad or #sponsored
FTC guidelines require that sponsorship disclosures be clear and conspicuous so that audiences immediately understand the commercial relationship.
Question 3: A brand launches a Twitter hashtag campaign that gets hijacked by critics posting negative content. This is known as what?
- Viral marketing
- A hashtag hijack or bashtag (Correct answer)
- User-generated content (UGC)
- Astroturfing
Correct answer: A hashtag hijack or bashtag
A hashtag hijack occurs when users repurpose a brand's campaign hashtag to spread critical or satirical content, derailing the intended message.
Question 4: What is the primary purpose of A/B testing in social media PR campaigns?
- Comparing performance between two platforms like Facebook and Instagram
- Testing two versions of content to determine which resonates better with the audience (Correct answer)
- Splitting the advertising budget between organic and paid content
- Running campaigns in two different countries simultaneously
Correct answer: Testing two versions of content to determine which resonates better with the audience
A/B testing compares two content variations to identify which performs better, enabling data-driven optimization of messaging.
Question 5: Which platform algorithm primarily rewards 'dwell time'—how long users spend viewing content?
- Twitter/X
- TikTok (Correct answer)
Correct answer: TikTok
TikTok's algorithm heavily weights completion rate and dwell time, rewarding content that keeps viewers watching through to the end.
Question 6: What is 'earned media' in the context of social media PR?
- Paid advertisements on social platforms
- Content the brand publishes on its own channels
- Organic mentions, shares, and coverage generated by others without payment (Correct answer)
- Employee advocacy programs sponsored by the company
Correct answer: Organic mentions, shares, and coverage generated by others without payment
Earned media is unpaid exposure gained through media coverage, shares, or mentions by third parties, reflecting credibility and public interest.
Question 7: A crisis PR team needs to respond to a rapidly developing situation on social media. What is the recommended response timeline?
- Within 72 hours after a thorough internal investigation
- Within 24 hours to allow legal review
- Within 1 hour, acknowledging the situation even if full details are unavailable (Correct answer)
- Only after traditional media outlets have reported on it
Correct answer: Within 1 hour, acknowledging the situation even if full details are unavailable
Responding within one hour acknowledges the issue and demonstrates responsiveness, even if only to say the team is investigating.
CPRS Social Media Management 3
When selecting an influencer for a PR campaign, which factor is most important to evaluate?