Question 1

________ are metrics that are tied to organizational objectives.

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 2

The return on impressions 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 3

Which of the following is an example of a question answered by a content conversation 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 4

Advertising equivalency value is used 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 5

The fourth step in the DATA approach is:

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)  adjust the program based on results to optimize future outcomes. 
E)  promote the program in various social media channels. 
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)  adjust the program based on results to optimize future outcomes. 
E)  promote the program in various social media channels.

Question 6

Businesses that set their Facebook walls to "Brand only" posts so that contributions from others are hidden to visitors do so to sacrifice message control and capitalize on the value of virality.

Accepted Answer

A) True 
 B)False

Question 7

If the BVI:

Accepted Answer

A)  is under 1, the blog brings a profit. 
B)  is greater than 1, the blog costs money. 
C)  is under 1, the blog costs money. 
D)  is equal to 1, the blog costs money. 
E)  is equal to 1, the blog brings a profit. 
A)  is under 1, the blog brings a profit. 
B)  is greater than 1, the blog costs money. 
C)  is under 1, the blog costs money. 
D)  is equal to 1, the blog costs money. 
E)  is equal to 1, the blog brings a profit.

Question 8

Viewthrough is defined as:

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 9

The input figures for the BVI equation are always relatively straightforward to assess in social media.

Accepted Answer

A) True 
 B)False

Question 10

The sheer number of Hershey's Bliss Facebook friends (32,000)says that they feel great about the product.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  reversible 
B)  relative 
C)  realistic 
D)  returnable 
E)  relatable 
A)  reversible 
B)  relative 
C)  realistic 
D)  returnable 
E)  relatable

Question 12

The return on target influence 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

________ 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 14

Because the value of speed of response by a company in social media is difficult to quantify,it is generally NOT considered valuable.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is an example of a question answered by a content consumption 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 16

________ measure the actions the 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

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 18

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

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 19

Sales conversion is defined as:

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 20

Return on investment:

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.

________ are metrics that are tied to organizational objectives.

The return on impressions model:

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

Advertising equivalency value is used in:

The fourth step in the DATA approach is:

Businesses that set their Facebook walls to "Brand only" posts so that contributions from others are hidden to visitors do so to sacrifice message control and capitalize on the value of virality.

If the BVI:

Viewthrough is defined as:

The input figures for the BVI equation are always relatively straightforward to assess in social media.

The sheer number of Hershey's Bliss Facebook friends (32,000)says that they feel great about the product.

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

The return on target influence model:

________ tracking is conducted after an activity or campaign has concluded.

Because the value of speed of response by a company in social media is difficult to quantify,it is generally NOT considered valuable.

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

________ measure the actions the organization takes relative to social media.

The return on earned media model:

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

Sales conversion is defined as:

Return on investment:

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

________ are metrics that are tied to organizational objectives.

The return on impressions model:

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

Advertising equivalency value is used in:

The fourth step in the DATA approach is:

Businesses that set their Facebook walls to "Brand only" posts so that contributions from others are hidden to visitors do so to sacrifice message control and capitalize on the value of virality.

If the BVI:

Viewthrough is defined as:

The input figures for the BVI equation are always relatively straightforward to assess in social media.

The sheer number of Hershey's Bliss Facebook friends (32,000)says that they feel great about the product.

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

The return on target influence model:

________ tracking is conducted after an activity or campaign has concluded.

Because the value of speed of response by a company in social media is difficult to quantify,it is generally NOT considered valuable.

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

________ measure the actions the organization takes relative to social media.

The return on earned media model:

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

Sales conversion is defined as:

Return on investment:

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