Question 1

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. A

Question 2

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. B

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 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 5

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

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 6

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 7

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 8

A content augmentation 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 9

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 10

The cost of message control is represented in which of the following questions?

Accepted Answer

A) What's the time value of the person tasked with creating content for the corporate blog? 
B) What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity? 
C) Should employees be posting responses to irritated customers on Facebook when,without these tasks,they could have spent time on other revenue-generated tasks? 
D) How fast should companies respond to crisis situations in social media? 
E) Should a company set their Facebook walls to 'Brand only' posts so that contributions from others are hidden to visitors? 
A) What's the time value of the person tasked with creating content for the corporate blog? 
B) What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity? 
C) Should employees be posting responses to irritated customers on Facebook when,without these tasks,they could have spent time on other revenue-generated tasks? 
D) How fast should companies respond to crisis situations in social media? 
E) Should a company set their Facebook walls to 'Brand only' posts so that contributions from others are hidden to visitors?

Question 11

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 12

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 13

The specific objectives we might identify can vary dramatically from brand to brand but it's likely they will include which of the following overarching issues?

Accepted Answer

A) Motivating some behavior from the target audience. 
B) Influencing brand knowledge and attitudes. 
C) Accomplishing the first two objectives with fewer resources than might be required with other methods. 
D) Influence brand knowledge particularly among those who are likely to spread the message to their own networks. 
E) All of the above. 
A) Motivating some behavior from the target audience. 
B) Influencing brand knowledge and attitudes. 
C) Accomplishing the first two objectives with fewer resources than might be required with other methods. 
D) Influence brand knowledge particularly among those who are likely to spread the message to their own networks. 
E) All of the above.

Question 14

Which model is exemplified if we estimate that Dunkin' Donuts earns $500,000 in gross revenue due to its Twitter presence,at a cost of $100,000 in time investment,the ROI for the microblogging activity is 400%?

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 15

Using both forms provides the hard numbers that CFOs (chief financial officers)require to fund investments in social media strategy while also valuing the soft benefits of social media such as stories,buzz,and image.This is an example of which of the following?

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

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 17

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 18

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 19

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.

Question 20

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.

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?

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

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

Which type of tracking begins during the activity or campaign?

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

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

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

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

The cost of message control is represented in which of the following questions?

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

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

The specific objectives we might identify can vary dramatically from brand to brand but it's likely they will include which of the following overarching issues?

Which model is exemplified if we estimate that Dunkin' Donuts earns $500,000 in gross revenue due to its Twitter presence,at a cost of $100,000 in time investment,the ROI for the microblogging activity is 400%?

Using both forms provides the hard numbers that CFOs (chief financial officers)require to fund investments in social media strategy while also valuing the soft benefits of social media such as stories,buzz,and image.This is an example of which of the following?

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

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

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

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

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Social Publishing

Digital Communities

Social Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Filters

Exam 10: Social Media Metrics

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?

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

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

Which type of tracking begins during the activity or campaign?

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

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

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

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

The cost of message control is represented in which of the following questions?

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

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

The specific objectives we might identify can vary dramatically from brand to brand but it's likely they will include which of the following overarching issues?

Which model is exemplified if we estimate that Dunkin' Donuts earns $500,000 in gross revenue due to its Twitter presence,at a cost of $100,000 in time investment,the ROI for the microblogging activity is 400%?

Using both forms provides the hard numbers that CFOs (chief financial officers)require to fund investments in social media strategy while also valuing the soft benefits of social media such as stories,buzz,and image.This is an example of which of the following?

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

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

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

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

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Social Publishing

Digital Communities

Social Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Filters