Question 1

Which of the following refers to metrics that are tied to organizational objectives?

Accepted Answer

A) Variable metrics. 
B) Social media ROI. 
C) Key performance indicators. 
D) Viewthroughs. 
E) None of these. 
A) Variable metrics. 
B) Social media ROI. 
C) Key performance indicators. 
D) Viewthroughs. 
E) None of these.

Question 2

Which if the following best describes the return on earned media 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 3

Which of the following best completes the sentence,'______ measures include the number of followers and fans,comments,"likes," recommendations and reviews,and the amount of shared content.'?

Accepted Answer

A) Activity. 
B) Sentiment. 
C) Interaction. 
D) Return. 
E) None of these. 
A) Activity. 
B) Sentiment. 
C) Interaction. 
D) Return. 
E) None of these.

Question 4

If the cost of a display ad on Pinterest is $50,000 but it cost $5,000 in time for its development and maintenance,the incremental gain is $45,000.The gain divided by the cost of the program expressed as a percentage reveals a ROI of 900%.This is an example of 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 5

What is the goal of A/B testing?

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 6

Which of the following questions is best answered by the measure ROI?

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 much income was generated from investments in the activities? 
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 much income was generated from investments in the activities?

Question 7

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

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

Which of the following terms refers to the specific standard of measurement used to measure objectives?

Accepted Answer

A) Sentiment. 
B) Viewthrough. 
C) Timeline. 
D) Context. 
E) Metric. 
A) Sentiment. 
B) Viewthrough. 
C) Timeline. 
D) Context. 
E) Metric.

Question 9

Which of the following descriptions best fits the return on target influence 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

Which of the following is not a step in the DATA approach?

Accepted Answer

A) Assess the costs of the program and the potential value of the results. 
B) Track the actual results and link those results to the program. 
C) Define the results that the program is designed to promote. 
D) Promote the program in various social media channels. 
E) Adjust the program based on results to optimize future outcomes. 
A) Assess the costs of the program and the potential value of the results. 
B) Track the actual results and link those results to the program. 
C) Define the results that the program is designed to promote. 
D) Promote the program in various social media channels. 
E) Adjust the program based on results to optimize future outcomes.

Question 11

Which of the following is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent and is an approach used by the return on earned media model?

Accepted Answer

A) ROI. 
B) AEV. 
C) BVI. 
D) KPI. 
E) SMROI. 
A) ROI. 
B) AEV. 
C) BVI. 
D) KPI. 
E) SMROI.

Question 12

Which of the following is one of the most important design elements for paid advertising in SNSs and can make a huge difference in ROI?

Accepted Answer

A) Initial clickthroughs. 
B) AEV. 
C) Call to action. 
D) A/B testing. 
E) None of these. 
A) Initial clickthroughs. 
B) AEV. 
C) Call to action. 
D) A/B testing. 
E) None of these.

Question 13

Which type of tracking begins during the activity or campaign?

Accepted Answer

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

Question 14

Which of the following best defines the term 'relative pull'?

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 15

Which of the following is the most accurate form of tracking?

Accepted Answer

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

Which of the following refers to metrics that are tied to organizational objectives?

Which if the following best describes the return on earned media model?

Which of the following best completes the sentence,'______ measures include the number of followers and fans,comments,"likes," recommendations and reviews,and the amount of shared content.'?

If the cost of a display ad on Pinterest is $50,000 but it cost $5,000 in time for its development and maintenance,the incremental gain is $45,000.The gain divided by the cost of the program expressed as a percentage reveals a ROI of 900%.This is an example of which of the following?

What is the goal of A/B testing?

Which of the following questions is best answered by the measure ROI?

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

Which of the following terms refers to the specific standard of measurement used to measure objectives?

Which of the following descriptions best fits the return on target influence model?

Which of the following is not a step in the DATA approach?

Which of the following is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent and is an approach used by the return on earned media model?

Which of the following is one of the most important design elements for paid advertising in SNSs and can make a huge difference in ROI?

Which type of tracking begins during the activity or campaign?

Which of the following best defines the term 'relative pull'?

Which of the following is the most accurate form of tracking?

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 refers to metrics that are tied to organizational objectives?

Which if the following best describes the return on earned media model?

Which of the following best completes the sentence,'______ measures include the number of followers and fans,comments,"likes," recommendations and reviews,and the amount of shared content.'?

If the cost of a display ad on Pinterest is $50,000 but it cost $5,000 in time for its development and maintenance,the incremental gain is $45,000.The gain divided by the cost of the program expressed as a percentage reveals a ROI of 900%.This is an example of which of the following?

What is the goal of A/B testing?

Which of the following questions is best answered by the measure ROI?

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

Which of the following terms refers to the specific standard of measurement used to measure objectives?

Which of the following descriptions best fits the return on target influence model?

Which of the following is not a step in the DATA approach?

Which of the following is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent and is an approach used by the return on earned media model?

Which of the following is one of the most important design elements for paid advertising in SNSs and can make a huge difference in ROI?

Which type of tracking begins during the activity or campaign?

Which of the following best defines the term 'relative pull'?

Which of the following is the most accurate form of tracking?

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