Question 1

What is the goal of cost efficiency calculation?

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 2

Which of the following is best exemplified by tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content?

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 3

What is the goal of using opportunity cost 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 4

Which of the following allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time?

Accepted Answer

A) BVI. 
B) ROI. 
C) A baseline metric. 
D) AEV. 
E) A measurement map. 
A) BVI. 
B) ROI. 
C) A baseline metric. 
D) AEV. 
E) A measurement map.

Question 5

Which of the following only uses residual data?

Accepted Answer

A) Only forward tracking. 
B) Only coincident tracking. 
C) Only reverse tracking. 
D) Both forward tracking and coincident tracking. 
E) Both coincident tracking and reverse tracking. 
A) Only forward tracking. 
B) Only coincident tracking. 
C) Only reverse tracking. 
D) Both forward tracking and coincident tracking. 
E) Both coincident tracking and reverse tracking.

Question 6

Which of the following best fits the return on investment measure?

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 7

Which of the following represents the total number of people who have taken action on the content in a feed?

Accepted Answer

A) Sales conversion. 
B) Frequency. 
C) Relative pull. 
D) Reach. 
E) Viewthrough. 
A) Sales conversion. 
B) Frequency. 
C) Relative pull. 
D) Reach. 
E) Viewthrough.

Question 8

Which of the following is true?

Accepted Answer

A) If the BVI is greater than 1,the blog brings a profit. 
B) If the BVI is greater than 1,the blog costs money. 
C) If the BVI is under 1,the blog costs money. 
D) If the BVI is equal to 1,the blog costs money. 
E) Both if the BVI is greater than 1,the blog brings a profit and if the BVI is under 1,the blog costs money. 
A) If the BVI is greater than 1,the blog brings a profit. 
B) If the BVI is greater than 1,the blog costs money. 
C) If the BVI is under 1,the blog costs money. 
D) If the BVI is equal to 1,the blog costs money. 
E) Both if the BVI is greater than 1,the blog brings a profit and if the BVI is under 1,the blog costs money.

Question 9

Which of the following is a piece of metadata that tells a server the source of a website visitor?

Accepted Answer

A) Cookie. 
B) Linkbait. 
C) Direct. 
D) Referral. 
E) None of these. 
A) Cookie. 
B) Linkbait. 
C) Direct. 
D) Referral. 
E) None of these.

Question 10

Return on investment is a way companies gauge success and is a measure of which of the following?

Accepted Answer

A) Engagement. 
B) Awareness. 
C) Liking. 
D) Profitability. 
E) Loyalty. 
A) Engagement. 
B) Awareness. 
C) Liking. 
D) Profitability. 
E) Loyalty.

Question 11

A content consumption metric is answered by which of the following questions?

Accepted Answer

A) Who is interacting with and utilizing the brand-generated and consumer-generated content? 
B) Who is adding to or changing your content by continuing the conversation with response posts? 
C) How many consumers have subscribed to branded content with RSS feeds? 
D) What is the comment-to-post ratio? 
E) Is the number of friends-to-brand profiles growing? 
A) Who is interacting with and utilizing the brand-generated and consumer-generated content? 
B) Who is adding to or changing your content by continuing the conversation with response posts? 
C) How many consumers have subscribed to branded content with RSS feeds? 
D) What is the comment-to-post ratio? 
E) Is the number of friends-to-brand profiles growing?

Question 12

What measure focuses on the outcomes that directly or indirectly support the success of the brand?

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 13

In order to provide useful feedback,measurements must include which of the following?

Accepted Answer

A) A context. 
B) A timeline. 
C) Support. 
D) A viewthrough. 
E) Sentiment. 
A) A context. 
B) A timeline. 
C) Support. 
D) A viewthrough. 
E) Sentiment.

Question 14

Which of the following best describes the return on impressions model?

Accepted Answer

A) Demonstrates how many 'opportunities to see' for the target audience were generated by the social media tactics. 
B) Tracks coverage across media and in different markets against sales over time. 
C) Relies upon survey data to assess the effectiveness of social media marketing. 
D) Measures effective resource utilization. 
E) Captures how effective a company is at using capital to generate profits. 
A) Demonstrates how many 'opportunities to see' for the target audience were generated by the social media tactics. 
B) Tracks coverage across media and in different markets against sales over time. 
C) Relies upon survey data to assess the effectiveness of social media marketing. 
D) Measures effective resource utilization. 
E) Captures how effective a company is at using capital to generate profits.

Question 15

What does each letter stand for in the SMART framework of objectives?

Accepted Answer

A) Selective,manageable,appropriate,realistic and traceable. 
B) Specific,measurable,appropriate,realistic and time-oriented. 
C) Specific,measurable,approachable,realistic and time-oriented. 
D) Specific,manageable,appropriate,realistic,and traceable. 
E) Selective,measurable,approachable,relative and time-oriented. 
A) Selective,manageable,appropriate,realistic and traceable. 
B) Specific,measurable,appropriate,realistic and time-oriented. 
C) Specific,measurable,approachable,realistic and time-oriented. 
D) Specific,manageable,appropriate,realistic,and traceable. 
E) Selective,measurable,approachable,relative and time-oriented.

Question 16

Which of the following best defines the term 'reach'?

Accepted Answer

A) The number of people exposed to the message. 
B) The average number of times someone is exposed. 
C) The ability to draw repeat visits and to keep people. 
D) A comparison of how well different creative executions generate a response. 
E) The number of people exposed to an online ad who actually select to see it. 
A) The number of people exposed to the message. 
B) The average number of times someone is exposed. 
C) The ability to draw repeat visits and to keep people. 
D) A comparison of how well different creative executions generate a response. 
E) The number of people exposed to an online ad who actually select to see it.

Question 17

Which of the following best completes the sentence,'However,because social media are largely customer driven,we may need to view measurement from the perspective of the ______ investments in the ______.'?

Accepted Answer

A) Company's,customer. 
B) Company's,product. 
C) Customers'.product 
D) Customers',company. 
E) None of these. 
A) Company's,customer. 
B) Company's,product. 
C) Customers'.product 
D) Customers',company. 
E) None of these.

Question 18

Which of the following best defines the term 'frequency'?

Accepted Answer

A) The number of people exposed to the message. 
B) The average number of times someone is exposed. 
C) The ability to draw repeat visits and to keep people. 
D) A comparison of how well different creative executions generate a response. 
E) The number of people exposed to an online ad who actually select to see it. 
A) The number of people exposed to the message. 
B) The average number of times someone is exposed. 
C) The ability to draw repeat visits and to keep people. 
D) A comparison of how well different creative executions generate a response. 
E) The number of people exposed to an online ad who actually select to see it.

Question 19

For which of the following terms is the focus on how the target market engages with the social media platform and activities?

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 20

Which of the following should be used to assess the value generated from social media activities?

Accepted Answer

A) ROI models. 
B) Cost efficiency estimates. 
C) A/B testing. 
D) A & B only. 
E) All of these. 
A) ROI models. 
B) Cost efficiency estimates. 
C) A/B testing. 
D) A & B only. 
E) All of these.

What is the goal of cost efficiency calculation?

Which of the following is best exemplified by tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content?

What is the goal of using opportunity cost as a key performance indicator?

Which of the following allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time?

Which of the following only uses residual data?

Which of the following best fits the return on investment measure?

Which of the following represents the total number of people who have taken action on the content in a feed?

Which of the following is true?

Which of the following is a piece of metadata that tells a server the source of a website visitor?

Return on investment is a way companies gauge success and is a measure of which of the following?

A content consumption metric is answered by which of the following questions?

What measure focuses on the outcomes that directly or indirectly support the success of the brand?

In order to provide useful feedback,measurements must include which of the following?

Which of the following best describes the return on impressions model?

What does each letter stand for in the SMART framework of objectives?

Which of the following best defines the term 'reach'?

Which of the following best completes the sentence,'However,because social media are largely customer driven,we may need to view measurement from the perspective of the investments in the .'?

Which of the following best defines the term 'frequency'?

For which of the following terms is the focus on how the target market engages with the social media platform and activities?

Which of the following should be used to assess the value generated from social media activities?

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

What is the goal of cost efficiency calculation?

Which of the following is best exemplified by tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content?

What is the goal of using opportunity cost as a key performance indicator?

Which of the following allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time?

Which of the following only uses residual data?

Which of the following best fits the return on investment measure?

Which of the following represents the total number of people who have taken action on the content in a feed?

Which of the following is true?

Which of the following is a piece of metadata that tells a server the source of a website visitor?

Return on investment is a way companies gauge success and is a measure of which of the following?

A content consumption metric is answered by which of the following questions?

What measure focuses on the outcomes that directly or indirectly support the success of the brand?

In order to provide useful feedback,measurements must include which of the following?

Which of the following best describes the return on impressions model?

What does each letter stand for in the SMART framework of objectives?

Which of the following best defines the term 'reach'?

Which of the following best completes the sentence,'However,because social media are largely customer driven,we may need to view measurement from the perspective of the ______ investments in the ______.'?

Which of the following best defines the term 'frequency'?

For which of the following terms is the focus on how the target market engages with the social media platform and activities?

Which of the following should be used to assess the value generated from social media activities?

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

Which of the following best completes the sentence,'However,because social media are largely customer driven,we may need to view measurement from the perspective of the investments in the .'?