Question 1

Regarding the "honesty" of metrics, which of the following statements is false?

Accepted Answer

A)  There are many ways to manipulate the metrics collection on any website or platform. 
B)  There are dishonest people that make a business out of selling fake metrics. 
C)  Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011. 
D)  Only platforms with the highest security are able to prevent dishonest metrics. 
E)  The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never-ending. 
A)  There are many ways to manipulate the metrics collection on any website or platform. 
B)  There are dishonest people that make a business out of selling fake metrics. 
C)  Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011. 
D)  Only platforms with the highest security are able to prevent dishonest metrics. 
E)  The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never-ending. D

Question 2

Most marketers can easily compute the ROI for their SMM campaigns.

Accepted Answer

A) True 
 B)False  False

Question 3

A "metric" is a positive number.

Accepted Answer

A) True 
 B)False  False

Question 4

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

Accepted Answer

A) True 
 B)False

Question 5

The Net Promoter Score measures:

Accepted Answer

A)  the degree to which a viewer promotes the product. 
B)  revisits to the product website. 
C)  satisfaction. 
D)  loyalty. 
E)  the number of likes on a product page. 
A)  the degree to which a viewer promotes the product. 
B)  revisits to the product website. 
C)  satisfaction. 
D)  loyalty. 
E)  the number of likes on a product page.

Question 6

The first step in evaluation is:

Accepted Answer

A)  identifying business objectives. 
B)  deciding on a campaign. 
C)  measuring. 
D)  calculating ROI. 
E)  none of these. 
A)  identifying business objectives. 
B)  deciding on a campaign. 
C)  measuring. 
D)  calculating ROI. 
E)  none of these.

Question 7

The text indicates that all of the following are metrics in the Valid Metrics Framework except:

Accepted Answer

A)  engagement. 
B)  impact. 
C)  influence. 
D)  satisfaction. 
E)  advocacy. 
A)  engagement. 
B)  impact. 
C)  influence. 
D)  satisfaction. 
E)  advocacy.

Question 8

The amount of SMM spending is expected to increase sharply between 2014 and 2019.

Accepted Answer

A) True 
 B)False

Question 9

Marketers find it easiest to track:

Accepted Answer

A)  keywords. 
B)  hashtags. 
C)  repins. 
D)  retweets. 
E)  likes. 
A)  keywords. 
B)  hashtags. 
C)  repins. 
D)  retweets. 
E)  likes.

Question 10

The Net Promoter Score:

Accepted Answer

A)  is more effective at measuring social media than quantitative measurements. 
B)  was an early form of social media monitoring. 
C)  measures the loyalty of a brand's relationship with its customers. 
D)  is a type of quantitative measurement. 
E)  requires computer algorithms as part of its calculation. 
A)  is more effective at measuring social media than quantitative measurements. 
B)  was an early form of social media monitoring. 
C)  measures the loyalty of a brand's relationship with its customers. 
D)  is a type of quantitative measurement. 
E)  requires computer algorithms as part of its calculation.

Question 11

Which of the following is NOT a likely metric for its objective?

Accepted Answer

A)  Improve customer satisfaction score by 10%, measured by Net Promoter Score. 
B)  Increase sharing of Blog content by 10%, measured by total number of shares. 
C)  Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter. 
D)  Make 20% of customers aware of new Rewards Program, measured by page visits. 
E)  Achieve 60% program registration from click-throughs, measured by new subscribers to Rewards Program. 
A)  Improve customer satisfaction score by 10%, measured by Net Promoter Score. 
B)  Increase sharing of Blog content by 10%, measured by total number of shares. 
C)  Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter. 
D)  Make 20% of customers aware of new Rewards Program, measured by page visits. 
E)  Achieve 60% program registration from click-throughs, measured by new subscribers to Rewards Program.

Question 12

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Accepted Answer

A) True 
 B)False

Question 13

There are few tools, and they are expensive, for social media tracking.

Accepted Answer

A) True 
 B)False

Question 14

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

Accepted Answer

A) True 
 B)False

Question 15

Important best practices for choosing the most useful Internet metrics include all of these except:

Accepted Answer

A)  applying the "so what" test. 
B)  ensuring that metrics are in line with the business objectives of those who will use them. 
C)  identifying the metrics that drive business results, and make them your KPIs. 
D)  deciding which metric choices are appropriate, then tell the brand managers. 
E)  all of these are useful Internet metrics. 
A)  applying the "so what" test. 
B)  ensuring that metrics are in line with the business objectives of those who will use them. 
C)  identifying the metrics that drive business results, and make them your KPIs. 
D)  deciding which metric choices are appropriate, then tell the brand managers. 
E)  all of these are useful Internet metrics.

Question 16

The process of data gathering is generally referred to as:

Accepted Answer

A)  research. 
B)  discovery. 
C)  analytics. 
D)  reporting. 
E)  investigation. 
A)  research. 
B)  discovery. 
C)  analytics. 
D)  reporting. 
E)  investigation.

Question 17

Measuring Return on Investment in social media is challenging for most marketers.

Accepted Answer

A) True 
 B)False

Question 18

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.

Accepted Answer

1. Marketers cannot create measures with

Question 19

Evaluation is important for measuring social media because

Accepted Answer

A)  It delivers impressive results without much effort 
B)  Social media measurement is still in the experimental stage 
C)  It is a form of ROI measurement 
D)  It allows brands to confirm or adjust KPIs 
E)  It allows brands to assess the impact and value of their social media marketing programs 
A)  It delivers impressive results without much effort 
B)  Social media measurement is still in the experimental stage 
C)  It is a form of ROI measurement 
D)  It allows brands to confirm or adjust KPIs 
E)  It allows brands to assess the impact and value of their social media marketing programs

Question 20

Explain the difference between measurement and evaluation.

Accepted Answer

Measurement is the first step in the eva

Regarding the "honesty" of metrics, which of the following statements is false?

Most marketers can easily compute the ROI for their SMM campaigns.

A "metric" is a positive number.

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

The Net Promoter Score measures:

The first step in evaluation is:

The text indicates that all of the following are metrics in the Valid Metrics Framework except:

The amount of SMM spending is expected to increase sharply between 2014 and 2019.

Marketers find it easiest to track:

The Net Promoter Score:

Which of the following is NOT a likely metric for its objective?

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

There are few tools, and they are expensive, for social media tracking.

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

Important best practices for choosing the most useful Internet metrics include all of these except:

The process of data gathering is generally referred to as:

Measuring Return on Investment in social media is challenging for most marketers.

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.

Evaluation is important for measuring social media because

Explain the difference between measurement and evaluation.

The Role and Importance of Smm

Goals and Strategies

Identifying Target Audiences

Rules of Engagement for Social Media

Social Media Platforms and Social Networking Sites

Microblogging

Content Creation and Sharing Blogging Streaming Video Podcasts and Webinars

Video Marketing

Marketing on Photo Sharing Sites

Social Bookmarking and News Aggregation, Collaboration

Content Marketing: Publishing Articles, White Papers, and E-Books

Mobile Marketing on Social Networks

Tools for Managing the Social Media Marketing Effort

Social Media Marketing Plan

Filters

Exam 13: Social Media Monitoring

Regarding the "honesty" of metrics, which of the following statements is false?

Most marketers can easily compute the ROI for their SMM campaigns.

A "metric" is a positive number.

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

The Net Promoter Score measures:

The first step in evaluation is:

The text indicates that all of the following are metrics in the Valid Metrics Framework except:

The amount of SMM spending is expected to increase sharply between 2014 and 2019.

Marketers find it easiest to track:

The Net Promoter Score:

Which of the following is NOT a likely metric for its objective?

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

There are few tools, and they are expensive, for social media tracking.

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

Important best practices for choosing the most useful Internet metrics include all of these except:

The process of data gathering is generally referred to as:

Measuring Return on Investment in social media is challenging for most marketers.

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.

Evaluation is important for measuring social media because

Explain the difference between measurement and evaluation.

The Role and Importance of Smm

Goals and Strategies

Identifying Target Audiences

Rules of Engagement for Social Media

Social Media Platforms and Social Networking Sites

Microblogging

Content Creation and Sharing Blogging Streaming Video Podcasts and Webinars

Video Marketing

Marketing on Photo Sharing Sites

Social Bookmarking and News Aggregation, Collaboration

Content Marketing: Publishing Articles, White Papers, and E-Books

Mobile Marketing on Social Networks

Tools for Managing the Social Media Marketing Effort

Social Media Marketing Plan

Filters