Question 1

The most accurate form of tracking is:

Accepted Answer

A)  reverse. 
B)  forward. 
C)  opportunity. 
D)  coincident. 
E)  baseline. 
A)  reverse. 
B)  forward. 
C)  opportunity. 
D)  coincident. 
E)  baseline. B

Question 2

The cost to reach people in the target audience is an example of a return metric.

Accepted Answer

A) True 
 B)False  True

Question 3

An example of a variable used in the return on social media impact model is the mix of advertising and promotional tools.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following is an example of a question answered by a content engagement metric?

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 5

The return on earned media 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 6

________ 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 7

________ is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent.

Accepted Answer

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

Question 8

The following is an example of a SMART objective: "We will promote our new Facebook page in print advertisements we will place in the June issues of Rolling Stone,Sports Illustrated,and Maxim.On July 15,we will count the number of Facebook users who 'like' our brand and compare sales to the same period last year."

Accepted Answer

A) True 
 B)False

Question 9

________ can include lagged measurements that control for 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

SMROI answers the question:

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 11

It can be a challenge to identify how many unique blog readers one has.

Accepted Answer

A) True 
 B)False

Question 12

Reflect on what is so important about measurement of outcomes in social media marketing.

Accepted Answer

Ultimately,social media will have to ans

Question 13

Tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content would be examples of ________.

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 14

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 15

Reflect on why impressions are considered valuable-that is,what chain of outcomes are sparked by impressions?

Accepted Answer

Impressions are valuable,according to th

Question 16

Tracking ROI and cost reduction would be examples of ________.

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

Return on investment is a measure of ________.

Accepted Answer

A)  engagement 
B)  awareness 
C)  liking 
D)  profitability 
E)  loyalty 
A)  engagement 
B)  awareness 
C)  liking 
D)  profitability 
E)  loyalty

Question 18

Customer satisfaction and retention are examples of how you could track if responsiveness to consumer concerns is valuable in a social media marketing campaign.

Accepted Answer

A) True 
 B)False

Question 19

The return on social media impact 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 20

Reflect on why a company would care about measuring the degree of engagement people feel as a result of the brand's social media campaign.

Accepted Answer

Engagement represents the qual

The most accurate form of tracking is:

The cost to reach people in the target audience is an example of a return metric.

An example of a variable used in the return on social media impact model is the mix of advertising and promotional tools.

Which of the following is an example of a question answered by a content engagement metric?

The return on earned media model:

________ 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.

________ is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent.

________ can include lagged measurements that control for time order of events taking place online.

SMROI answers the question:

It can be a challenge to identify how many unique blog readers one has.

Reflect on what is so important about measurement of outcomes in social media marketing.

Tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content would be examples of ________.

The return on target influence model:

Reflect on why impressions are considered valuable-that is,what chain of outcomes are sparked by impressions?

Tracking ROI and cost reduction would be examples of ________.

Return on investment is a measure of ________.

Customer satisfaction and retention are examples of how you could track if responsiveness to consumer concerns is valuable in a social media marketing campaign.

The return on social media impact model:

Reflect on why a company would care about measuring the degree of engagement people feel as a result of the brand's social media campaign.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Filters

Exam 10: Social Media Metrics

The most accurate form of tracking is:

The cost to reach people in the target audience is an example of a return metric.

An example of a variable used in the return on social media impact model is the mix of advertising and promotional tools.

Which of the following is an example of a question answered by a content engagement metric?

The return on earned media model:

________ 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.

________ is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent.

________ can include lagged measurements that control for time order of events taking place online.

SMROI answers the question:

It can be a challenge to identify how many unique blog readers one has.

Reflect on what is so important about measurement of outcomes in social media marketing.

Tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content would be examples of ________.

The return on target influence model:

Reflect on why impressions are considered valuable-that is,what chain of outcomes are sparked by impressions?

Tracking ROI and cost reduction would be examples of ________.

Return on investment is a measure of ________.

Customer satisfaction and retention are examples of how you could track if responsiveness to consumer concerns is valuable in a social media marketing campaign.

The return on social media impact model:

Reflect on why a company would care about measuring the degree of engagement people feel as a result of the brand's social media campaign.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Filters