Question 1

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 2

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 3

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 4

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 5

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 6

Which of the following completes the sentence,'In order for _____________ to be valuable,we first must be sure the objectives they're supposed to measure are well defined'?

Accepted Answer

A) Key performance indicators. 
B) Sentiment indicators. 
C) Timelines. 
D) Viewthroughs. 
E) Measurement maps. 
A) Key performance indicators. 
B) Sentiment indicators. 
C) Timelines. 
D) Viewthroughs. 
E) Measurement maps.

Question 7

Which of the following is not typically displayed on a measurement map?

Accepted Answer

A) Blog posts. 
B) White papers. 
C) Rich media video. 
D) Competitors' brand positioning. 
E) Consumer-generated advertising contests. 
A) Blog posts. 
B) White papers. 
C) Rich media video. 
D) Competitors' brand positioning. 
E) Consumer-generated advertising contests.

Question 8

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 9

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 10

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 11

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 12

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 13

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 14

Which type of tracking means that the tracking mechanisms are developed prior to launching 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 15

Which type of tracking is conducted after an activity or campaign has concluded?

Accepted Answer

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

Question 16

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 17

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

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 18

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.

Question 19

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 20

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.

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?

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

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

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

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

Which of the following completes the sentence,'In order for _____________ to be valuable,we first must be sure the objectives they're supposed to measure are well defined'?

Which of the following is not typically displayed on a measurement map?

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

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

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

Which of the following only uses residual data?

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

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

Which type of tracking means that the tracking mechanisms are developed prior to launching the activity or campaign?

Which type of tracking is conducted after an activity or campaign has concluded?

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

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

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

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

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

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

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

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

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

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

Which of the following completes the sentence,'In order for _____________ to be valuable,we first must be sure the objectives they're supposed to measure are well defined'?

Which of the following is not typically displayed on a measurement map?

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

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

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

Which of the following only uses residual data?

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

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

Which type of tracking means that the tracking mechanisms are developed prior to launching the activity or campaign?

Which type of tracking is conducted after an activity or campaign has concluded?

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

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

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

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

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

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