Question 1

If a brand wants to capitalize on the echo effect,then they should NOT be willing to sacrifice message control of the brand.

Accepted Answer

A) True 
 B)False

Question 2

An example of ________ would provide a comparison between a marketer's efforts pre-social media campaign and post-campaign.

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 3

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

Accepted Answer

A)  appropriate 
B)  adjustable 
C)  approachable 
D)  amiable 
E)  alert 
A)  appropriate 
B)  adjustable 
C)  approachable 
D)  amiable 
E)  alert

Question 4

Tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates 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 5

In the BVI equation,the cost of software and hosting:

Accepted Answer

A)  is substantially high. 
B)  is assumed to be zero. 
C)  is typically greater than the employee hourly wage of the blogger. 
D)  is typically a bit less than the employee hourly wage of the blogger. 
E)  is added onto the final BVI calculation. 
A)  is substantially high. 
B)  is assumed to be zero. 
C)  is typically greater than the employee hourly wage of the blogger. 
D)  is typically a bit less than the employee hourly wage of the blogger. 
E)  is added onto the final BVI calculation.

Question 6

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

Accepted Answer

A)  traceable 
B)  tactful 
C)  tacit 
D)  tasteful 
E)  time-oriented 
A)  traceable 
B)  tactful 
C)  tacit 
D)  tasteful 
E)  time-oriented

Question 7

Reach 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 8

Rolling Stone magazine determined that the BVI for a political blog of one of its columnists on its website was coming in at about 0.58.This value told the magazine that the blog was not making a profit.

Accepted Answer

A) True 
 B)False

Question 9

The total number of people who have taken action on the content in a feed is a measure of ________.

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 10

Metrics should never shift as a social media campaign progresses.

Accepted Answer

A) True 
 B)False

Question 11

________ measure focus on the outcomes that directly or indirectly support the success of the brand.

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 12

The first 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 13

The metrics we use must be appropriate for the objectives we set for the social media campaign.

Accepted Answer

A) True 
 B)False

Question 14

________ provides the types of branded messages produced and distributed,and invitations for consumer engagement with the brand as well as the online location for these materials.

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 15

If you wanted to start with a few simple metrics to measure the effectiveness of your social media campaign,which ones would you choose?

Accepted Answer

The chapter lists the followin

Question 16

Which of the following DATA process steps represents the application of what is learned to future activities and investments?

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 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 outcomes. 
E)  Promote the program in various social media channels.

Question 17

The return on impressions 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

A blogger writing about the brand is an example of an opportunity to create a measurement map.

Accepted Answer

A) True 
 B)False

Question 19

All of the following are components in the tracking step in the DATA process EXCEPT:

Accepted Answer

A)  develop transaction data. 
B)  create activity timelines. 
C)  measure transaction precursors. 
D)  establish baseline comparisons. 
E)  identify the investments required for specific activities. 
A)  develop transaction data. 
B)  create activity timelines. 
C)  measure transaction precursors. 
D)  establish baseline comparisons. 
E)  identify the investments required for specific activities.

If a brand wants to capitalize on the echo effect,then they should NOT be willing to sacrifice message control of the brand.

An example of ________ would provide a comparison between a marketer's efforts pre-social media campaign and post-campaign.

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

Tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates would be examples of ________.

In the BVI equation,the cost of software and hosting:

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

Reach is defined as:

Rolling Stone magazine determined that the BVI for a political blog of one of its columnists on its website was coming in at about 0.58.This value told the magazine that the blog was not making a profit.

The total number of people who have taken action on the content in a feed is a measure of ________.

Metrics should never shift as a social media campaign progresses.

________ measure focus on the outcomes that directly or indirectly support the success of the brand.

The first step in the DATA approach is:

The metrics we use must be appropriate for the objectives we set for the social media campaign.

________ provides the types of branded messages produced and distributed,and invitations for consumer engagement with the brand as well as the online location for these materials.

If you wanted to start with a few simple metrics to measure the effectiveness of your social media campaign,which ones would you choose?

Which of the following DATA process steps represents the application of what is learned to future activities and investments?

The return on impressions model:

A blogger writing about the brand is an example of an opportunity to create a measurement map.

All of the following are components in the tracking step in the DATA process EXCEPT:

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

If a brand wants to capitalize on the echo effect,then they should NOT be willing to sacrifice message control of the brand.

An example of ________ would provide a comparison between a marketer's efforts pre-social media campaign and post-campaign.

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

Tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates would be examples of ________.

In the BVI equation,the cost of software and hosting:

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

Reach is defined as:

Rolling Stone magazine determined that the BVI for a political blog of one of its columnists on its website was coming in at about 0.58.This value told the magazine that the blog was not making a profit.

The total number of people who have taken action on the content in a feed is a measure of ________.

Metrics should never shift as a social media campaign progresses.

________ measure focus on the outcomes that directly or indirectly support the success of the brand.

The first step in the DATA approach is:

The metrics we use must be appropriate for the objectives we set for the social media campaign.

________ provides the types of branded messages produced and distributed,and invitations for consumer engagement with the brand as well as the online location for these materials.

If you wanted to start with a few simple metrics to measure the effectiveness of your social media campaign,which ones would you choose?

Which of the following DATA process steps represents the application of what is learned to future activities and investments?

The return on impressions model:

A blogger writing about the brand is an example of an opportunity to create a measurement map.

All of the following are components in the tracking step in the DATA process EXCEPT:

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