CPRS Social Media Management 3

Question 1

When selecting an influencer for a PR campaign, which factor is most important to evaluate?

Accepted Answer

Audience alignment with the brand's target demographic

Answer

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?

Accepted Answer

Clear and conspicuous disclosure using terms like #ad or #sponsored

Answer

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?

Accepted Answer

A hashtag hijack or bashtag

Answer

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?

Accepted Answer

Testing two versions of content to determine which resonates better with the audience

Answer

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?

Accepted Answer

TikTok

Answer

TikTok's algorithm heavily weights completion rate and dwell time, rewarding content that keeps viewers watching through to the end.

(CPRS) Certified Public Relations Specialist Practice Test