PCM Social Media Marketing 2 — Questions and Answers
Question 1: Which metric best measures the percentage of people who saw a post and took action on it?
- Reach
- Impressions
- Engagement rate (Correct answer)
- Click-through rate
Correct answer: Engagement rate
Engagement rate divides total engagements by reach or impressions to show what proportion of viewers interacted with the content.
Question 2: A brand wants to retarget users who visited its website but did not purchase. Which social media feature enables this?
- Lookalike audiences
- Custom audiences via pixel (Correct answer)
- Interest-based targeting
- Demographic targeting
Correct answer: Custom audiences via pixel
A social media pixel tracks website visitors and lets advertisers create custom audiences to retarget those specific users.
Question 3: What is the primary purpose of a social media content calendar?
- Track competitor posts
- Schedule and organize planned content in advance (Correct answer)
- Measure post performance
- Identify trending hashtags
Correct answer: Schedule and organize planned content in advance
A content calendar helps teams plan, coordinate, and schedule posts ahead of time to maintain consistent publishing cadence.
Question 4: Which type of social media ad format is most effective for showcasing multiple products in a single ad unit?
- Single image ad
- Story ad
- Carousel ad (Correct answer)
- Text ad
Correct answer: Carousel ad
Carousel ads allow brands to display multiple images or videos in one swipeable ad, ideal for featuring several products.
Question 5: A company notices its LinkedIn posts receive high reach but very low engagement. What is the most likely issue?
- Budget is too low
- Content is not relevant or compelling to the audience (Correct answer)
- Posting frequency is too high
- Profile is incomplete
Correct answer: Content is not relevant or compelling to the audience
High reach with low engagement typically signals the content is not resonating with or prompting action from the target audience.
Question 6: What does 'dark posting' mean in social media advertising?
- Posting late at night for maximum reach
- Publishing ads that do not appear on the brand's organic feed (Correct answer)
- Hiding negative comments on posts
- Running ads without a campaign objective
Correct answer: Publishing ads that do not appear on the brand's organic feed
Dark posts are paid social ads that appear in users' feeds but are not visible as organic posts on the advertiser's public page.
Question 7: Which social media platform's algorithm heavily prioritizes 'saves' as a signal of content quality?
- Twitter/X
- Instagram (Correct answer)
Correct answer: Instagram
Instagram's algorithm treats saves as a strong signal that content is valuable enough to revisit, boosting distribution.
PCM Social Media Marketing 2
Which metric best measures the percentage of people who saw a post and took action on it?