Question 1

Which of the following models relies upon survey data to assess the effectiveness of social media marketing?

Accepted Answer

A) Return on Investment Model. 
B) Return of Impressions Model. 
C) Return on Social Media Impact Model. 
D) Return on Target Influence Model. 
E) Return on Earned Media Model. 
A) Return on Investment Model. 
B) Return of Impressions Model. 
C) Return on Social Media Impact Model. 
D) Return on Target Influence Model. 
E) Return on Earned Media Model. D

Question 2

Which of the following is true of the term 'dark social'?

Accepted Answer

A) It refers to web traffic that comes from outside sources that web analytics are not able to track. 
B) Most social content is shared via dark social channels. 
C) Most social traffic is visible to analytics programs. 
D) A & B only. 
E) All of these. 
A) It refers to web traffic that comes from outside sources that web analytics are not able to track. 
B) Most social content is shared via dark social channels. 
C) Most social traffic is visible to analytics programs. 
D) A & B only. 
E) All of these. D

Question 3

Which of the following is not included in the BVI equation?

Accepted Answer

A) Employee hourly wage of the blogger. 
B) Average advertising yield. 
C) Average opportunity cost of the blogger. 
D) Average daily hits. 
E) Average numbers of hours spent per day blogging. 
A) Employee hourly wage of the blogger. 
B) Average advertising yield. 
C) Average opportunity cost of the blogger. 
D) Average daily hits. 
E) Average numbers of hours spent per day blogging. C

Question 4

Which of the following are not commonly used social media metrics?

Accepted Answer

A) Brand liking. 
B) Media mentions. 
C) Engagement. 
D) Practical. 
E) Quality. 
A) Brand liking. 
B) Media mentions. 
C) Engagement. 
D) Practical. 
E) Quality.

Question 5

The concept of opportunity cost is best explained by which of the following questions?

Accepted Answer

A) What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity? 
B) How fast should companies respond to crisis situations in social media? 
C) How risky is it for a company to allow the sharing of a brand message beyond the company's discretion? 
D) Should a company allow manipulation of their message beyond the company's discretion? 
E) Should a company allow negative tweets about them on their Twitter company account? 
A) What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity? 
B) How fast should companies respond to crisis situations in social media? 
C) How risky is it for a company to allow the sharing of a brand message beyond the company's discretion? 
D) Should a company allow manipulation of their message beyond the company's discretion? 
E) Should a company allow negative tweets about them on their Twitter company account?

Question 6

Which step of the DATA process involves collecting and organizing the data used to determine results?

Accepted Answer

A) Define. 
B) Assess. 
C) Track. 
D) Adjust. 
E) None of these. 
A) Define. 
B) Assess. 
C) Track. 
D) Adjust. 
E) None of these.

Question 7

Which of the following best defines the term 'sales conversion'?

Accepted Answer

A) The ability of a site to draw repeat visits and to keep people on a site. 
B) A comparison of how well different creative executions generate a response. 
C) The number of people who later visit the brand's website after a previous exposure to it. 
D) The average number of times someone is exposed. 
E) The number of people who click through who go on to purchase the product. 
A) The ability of a site to draw repeat visits and to keep people on a site. 
B) A comparison of how well different creative executions generate a response. 
C) The number of people who later visit the brand's website after a previous exposure to it. 
D) The average number of times someone is exposed. 
E) The number of people who click through who go on to purchase the product.

Question 8

Sales are also tracked at the same intervals,and then statistical analysis is used to determine how sales trends shifted according to the timing of the social media marketing in which of the following?

Accepted Answer

A) The return on investment model. 
B) The return of impressions model. 
C) The return on social media impact model. 
D) The return on target influence model. 
E) The return on earned media model. 
A) The return on investment model. 
B) The return of impressions model. 
C) The return on social media impact model. 
D) The return on target influence model. 
E) The return on earned media model.

Question 9

Which of the following best describes the return on social media impact model?

Accepted Answer

A) Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program. 
B) Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing. 
C) Calculates the change in the probability of purchase based on the exposure. 
D) Calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program. 
E) Assigns a financial value to the resources we use to execute a strategy,measure financial outcomes,and calculate the ratio between inputs and outcomes. 
A) Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program. 
B) Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing. 
C) Calculates the change in the probability of purchase based on the exposure. 
D) Calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program. 
E) Assigns a financial value to the resources we use to execute a strategy,measure financial outcomes,and calculate the ratio between inputs and outcomes.

Question 10

What is the goal of measuring message/crisis control as a key performance indicator?

Accepted Answer

A) To determine what design choices trigger the best performance on the KPIs. 
B) To compare the cost of different tactics. 
C) To determine the time value of performing one action vs.another action. 
D) To determine how well the brand addressed customer needs. 
E) To gauge the successfulness of risk mitigation efforts. 
A) To determine what design choices trigger the best performance on the KPIs. 
B) To compare the cost of different tactics. 
C) To determine the time value of performing one action vs.another action. 
D) To determine how well the brand addressed customer needs. 
E) To gauge the successfulness of risk mitigation efforts.

Question 11

Which form of tracking is exemplified by counting the number of pieces of content uploaded to a microsite after the fact?

Accepted Answer

A) Reverse. 
B) Forward. 
C) Opportunity. 
D) Coincident. 
E) Baseline. 
A) Reverse. 
B) Forward. 
C) Opportunity. 
D) Coincident. 
E) Baseline.

Question 12

What is the goal of measuring service quality as a key performance indicator?

Accepted Answer

A) To determine what design choices trigger the best performance on the KPIs. 
B) To compare the cost of different tactics. 
C) To determine the time value of performing one action vs.another action. 
D) To determine how well the brand addressed customer needs. 
E) To gauge the successfulness of risk mitigation efforts. 
A) To determine what design choices trigger the best performance on the KPIs. 
B) To compare the cost of different tactics. 
C) To determine the time value of performing one action vs.another action. 
D) To determine how well the brand addressed customer needs. 
E) To gauge the successfulness of risk mitigation efforts.

Question 13

Which of the following terms measures the actions an organization takes relative to social media?

Accepted Answer

A) Activity metrics. 
B) Viewthroughs. 
C) Return metrics. 
D) Clickthroughs. 
E) Interaction metrics. 
A) Activity metrics. 
B) Viewthroughs. 
C) Return metrics. 
D) Clickthroughs. 
E) Interaction metrics.

Question 14

Which of the following questions is answered by the measure SMROI?

Accepted Answer

A) How much income did our investments in social media marketing generate? 
B) What levels of engagement did our social media campaign create? 
C) How many more social media users are now aware of our brand? 
D) How many social media users 'liked' our website? 
E) How many more loyal social media consumers do we now have? 
A) How much income did our investments in social media marketing generate? 
B) What levels of engagement did our social media campaign create? 
C) How many more social media users are now aware of our brand? 
D) How many social media users 'liked' our website? 
E) How many more loyal social media consumers do we now have?

Question 15

Which of the following types of metrics is exemplified by tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates?

Accepted Answer

A) Activity metrics. 
B) Viewthroughs. 
C) Return metrics. 
D) Clickthroughs. 
E) Interaction metrics. 
A) Activity metrics. 
B) Viewthroughs. 
C) Return metrics. 
D) Clickthroughs. 
E) Interaction metrics.

Question 16

Which of the following best completes the sentence,'______ are essentially made up of all the ways in which users can participate in a social media relationship with the brand.'?

Accepted Answer

A) Activities. 
B) Relationships. 
C) Interactions. 
D) Returns. 
E) None of these. 
A) Activities. 
B) Relationships. 
C) Interactions. 
D) Returns. 
E) None of these.

Question 17

The cost of software and hosting in the BVI equation is which of the following?

Accepted Answer

A) Substantially high. 
B) Assumed to be zero. 
C) Typically greater than the employee hourly wage of the blogger. 
D) Typically a bit less than the employee hourly wage of the blogger. 
E) Added on to the final BVI calculation. 
A) Substantially high. 
B) Assumed to be zero. 
C) Typically greater than the employee hourly wage of the blogger. 
D) Typically a bit less than the employee hourly wage of the blogger. 
E) Added on to the final BVI calculation.

Question 18

Forrester Research encourages marketers to measure engagement and interpret it using four dimensions.Which of the following is not a dimension of engagement?

Accepted Answer

A) Interviews. 
B) Influence. 
C) Involvement. 
D) Interaction. 
E) Intimacy. 
A) Interviews. 
B) Influence. 
C) Involvement. 
D) Interaction. 
E) Intimacy.

Question 19

Which of the following best completes the sentence,'To calculate ______,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially.?

Accepted Answer

A) Social media equivalency. 
B) SMROI. 
C) ROI. 
D) Advertising equivalency. 
E) None of these. 
A) Social media equivalency. 
B) SMROI. 
C) ROI. 
D) Advertising equivalency. 
E) None of these.

Question 20

Which of the following is true of advertising equivalency value (AEV)?

Accepted Answer

A) It is not truly a return on investment measure so much as it is a measure of effective resource utilization. 
B) To calculate advertising equivalency,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially. 
C) The return on earned media model uses AEV to equate publicity in news media outlets to its paid advertising equivalent. 
D) A & B only. 
E) All of these. 
A) It is not truly a return on investment measure so much as it is a measure of effective resource utilization. 
B) To calculate advertising equivalency,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially. 
C) The return on earned media model uses AEV to equate publicity in news media outlets to its paid advertising equivalent. 
D) A & B only. 
E) All of these.

Which of the following models relies upon survey data to assess the effectiveness of social media marketing?

Which of the following is true of the term 'dark social'?

Which of the following is not included in the BVI equation?

Which of the following are not commonly used social media metrics?

The concept of opportunity cost is best explained by which of the following questions?

Which step of the DATA process involves collecting and organizing the data used to determine results?

Which of the following best defines the term 'sales conversion'?

Sales are also tracked at the same intervals,and then statistical analysis is used to determine how sales trends shifted according to the timing of the social media marketing in which of the following?

Which of the following best describes the return on social media impact model?

What is the goal of measuring message/crisis control as a key performance indicator?

Which form of tracking is exemplified by counting the number of pieces of content uploaded to a microsite after the fact?

What is the goal of measuring service quality as a key performance indicator?

Which of the following terms measures the actions an organization takes relative to social media?

Which of the following questions is answered by the measure SMROI?

Which of the following types of metrics is exemplified by tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates?

Which of the following best completes the sentence,'______ are essentially made up of all the ways in which users can participate in a social media relationship with the brand.'?

The cost of software and hosting in the BVI equation is which of the following?

Forrester Research encourages marketers to measure engagement and interpret it using four dimensions.Which of the following is not a dimension of engagement?

Which of the following best completes the sentence,'To calculate ______,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially.?

Which of the following is true of advertising equivalency value (AEV)?

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Social Media Marketing Strategy

Tactical Planning Execution

Social Community

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Filters

Exam 11: Social Media Metrics

Which of the following models relies upon survey data to assess the effectiveness of social media marketing?

Which of the following is true of the term 'dark social'?

Which of the following is not included in the BVI equation?

Which of the following are not commonly used social media metrics?

The concept of opportunity cost is best explained by which of the following questions?

Which step of the DATA process involves collecting and organizing the data used to determine results?

Which of the following best defines the term 'sales conversion'?

Sales are also tracked at the same intervals,and then statistical analysis is used to determine how sales trends shifted according to the timing of the social media marketing in which of the following?

Which of the following best describes the return on social media impact model?

What is the goal of measuring message/crisis control as a key performance indicator?

Which form of tracking is exemplified by counting the number of pieces of content uploaded to a microsite after the fact?

What is the goal of measuring service quality as a key performance indicator?

Which of the following terms measures the actions an organization takes relative to social media?

Which of the following questions is answered by the measure SMROI?

Which of the following types of metrics is exemplified by tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates?

Which of the following best completes the sentence,'______ are essentially made up of all the ways in which users can participate in a social media relationship with the brand.'?

The cost of software and hosting in the BVI equation is which of the following?

Forrester Research encourages marketers to measure engagement and interpret it using four dimensions.Which of the following is not a dimension of engagement?

Which of the following best completes the sentence,'To calculate ______,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially.?

Which of the following is true of advertising equivalency value (AEV)?

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Social Media Marketing Strategy

Tactical Planning Execution

Social Community

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Filters