Question 1

A content loyalty 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 2

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 3

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 4

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 5

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 A and C. 
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 A and C.

Question 6

The concept of opportunity cost 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) 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's the time value of the person tasked with creating content for the corporate blog? 
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 7

The cost of message control is best represented by 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 allow negative tweets about them on their Twitter company account? 
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 allow negative tweets about them on their Twitter company account?

Question 8

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 9

Which approach offers the greatest potential for social media marketers,because it can include lagged measurements that control for the time order of events taking place online?

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 10

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.

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

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

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

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

Which of the following is true?

The concept of opportunity cost is represented in which of the following questions?

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

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?

Which approach offers the greatest potential for social media marketers,because it can include lagged measurements that control for the time order of events taking place online?

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?

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

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

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

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

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

Which of the following is true?

The concept of opportunity cost is represented in which of the following questions?

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

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?

Which approach offers the greatest potential for social media marketers,because it can include lagged measurements that control for the time order of events taking place online?

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?

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