Question 1

When it comes to social media marketing,measurement isn't optional.

Accepted Answer

A) True 
 B)False

Question 2

Reflect on your own opinion regarding the fine line between tracking effectiveness of social media and the violation of social media users' rights to privacy.

Accepted Answer

In order to assess the effectiveness of

Question 3

The return on earned media model requires the statistical technique of advanced multiple regression analysis to analyze variables that may affect sales.

Accepted Answer

A) True 
 B)False

Question 4

Frequency is defined as:

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

The following is an example of a SMART objective: "We will tell everyone we can about our new Facebook page and see if they like it so much they'll buy more of our product."

Accepted Answer

A) True 
 B)False

Question 6

________ use(s)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 7

If the cost of a display ad on Facebook 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 percent.This example relates to:

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 8

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.

Question 9

Which of the following is an example of a question answered by a content augmentation 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 10

________ 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 11

In the SMART framework for objectives,the "M" stands for ________.

Accepted Answer

A)  marketable 
B)  manageable 
C)  meticulous 
D)  measurable 
E)  meaningful 
A)  marketable 
B)  manageable 
C)  meticulous 
D)  measurable 
E)  meaningful

Question 12

Which one of the following questions represents the concept of opportunity cost?

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 13

Reflect on what the overarching objectives of a social media marketing campaign are.

Accepted Answer

Motivating some behavior from the target

Question 14

Which of the following is an example of a question answered by a content loyalty 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 15

The degree of engagement that people feel speaks to the quality of interactions between consumers and a brand.

Accepted Answer

A) True 
 B)False

Question 16

In the SMART framework for objectives,the "S" stands for ________.

Accepted Answer

A)  sound 
B)  specific 
C)  short 
D)  social 
E)  selective 
A)  sound 
B)  specific 
C)  short 
D)  social 
E)  selective

Question 17

Relative pull is defined as:

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 18

The timing of an event in a social world,the point at which a profile was activated,the timing of a contest conclusion,and subsequent posting of consumer-generated ads are examples of the time order of events that can be controlled for in:

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

Come up with your own example of a SMART objective for a social media campaign and explain why you think it fits the SMART framework.

Accepted Answer

The SMART framework

Question 20

In ________,surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.

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

When it comes to social media marketing,measurement isn't optional.

Reflect on your own opinion regarding the fine line between tracking effectiveness of social media and the violation of social media users' rights to privacy.

The return on earned media model requires the statistical technique of advanced multiple regression analysis to analyze variables that may affect sales.

Frequency is defined as:

The following is an example of a SMART objective: "We will tell everyone we can about our new Facebook page and see if they like it so much they'll buy more of our product."

________ use(s)residual data.

If the cost of a display ad on Facebook 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 percent.This example relates to:

The return on social media impact model:

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

________ focus on how the target market engages with the social media platform and activities.

In the SMART framework for objectives,the "M" stands for ________.

Which one of the following questions represents the concept of opportunity cost?

Reflect on what the overarching objectives of a social media marketing campaign are.

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

The degree of engagement that people feel speaks to the quality of interactions between consumers and a brand.

In the SMART framework for objectives,the "S" stands for ________.

Relative pull is defined as:

The timing of an event in a social world,the point at which a profile was activated,the timing of a contest conclusion,and subsequent posting of consumer-generated ads are examples of the time order of events that can be controlled for in:

Come up with your own example of a SMART objective for a social media campaign and explain why you think it fits the SMART framework.

In ________,surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.

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

When it comes to social media marketing,measurement isn't optional.

Reflect on your own opinion regarding the fine line between tracking effectiveness of social media and the violation of social media users' rights to privacy.

The return on earned media model requires the statistical technique of advanced multiple regression analysis to analyze variables that may affect sales.

Frequency is defined as:

The following is an example of a SMART objective: "We will tell everyone we can about our new Facebook page and see if they like it so much they'll buy more of our product."

________ use(s)residual data.

If the cost of a display ad on Facebook 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 percent.This example relates to:

The return on social media impact model:

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

________ focus on how the target market engages with the social media platform and activities.

In the SMART framework for objectives,the "M" stands for ________.

Which one of the following questions represents the concept of opportunity cost?

Reflect on what the overarching objectives of a social media marketing campaign are.

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

The degree of engagement that people feel speaks to the quality of interactions between consumers and a brand.

In the SMART framework for objectives,the "S" stands for ________.

Relative pull is defined as:

The timing of an event in a social world,the point at which a profile was activated,the timing of a contest conclusion,and subsequent posting of consumer-generated ads are examples of the time order of events that can be controlled for in:

Come up with your own example of a SMART objective for a social media campaign and explain why you think it fits the SMART framework.

In ________,surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.

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