Question 1

Clickthrough 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.

Question 2

All of the following are examples of what is typically displayed on a measurement map EXCEPT:

Accepted Answer

A)  blog posts. 
B)  white papers. 
C)  rich media video. 
D)  competitors' brand positioning. 
E)  consumer-generated advertising contests.

Question 3

Measurements require ________ to provide useful feedback.

Accepted Answer

A)  a context 
B)  a timeline 
C)  support 
D)  a viewthrough 
E)  sentiment

Question 4

A measurement within a defined context is called a ________.

Accepted Answer

A)  sentiment 
B)  viewthrough 
C)  timeline 
D)  context 
E)  metric

Question 5

Which of the following variables is NOT included in the BVI equation?

Accepted Answer

A)  employee hourly wage of the blogger 
B)  average advertising yield 
C)  average opportunity cost of the blogger 
D)  average daily hits 
E)  average numbers of hours spent per day blogging

Question 6

The third 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.

Question 7

Stickiness 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.

Question 8

If we estimate that Dunkin' Donuts earns $500,000 in gross revenue due to its Twitter presence,at a cost of $100,000 in time investment,the ROI for the microblogging activity is 400 percent.This is an example of:

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.

Question 9

________ tracking means that the tracking mechanisms are developed prior to launching the activity or campaign.

Accepted Answer

A)  Reverse 
B)  Forward 
C)  Opportunity 
D)  Coincident 
E)  Baseline

Question 10

If social media are being used as a customer service venue,service-oriented results is an example of what will be identified in the first step of the DATA process.

Accepted Answer

A) True 
 B)False

Question 11

________ tracking begins during the activity or campaign.

Accepted Answer

A)  Reverse 
B)  Forward 
C)  Opportunity 
D)  Coincident 
E)  Baseline

Question 12

Of the various approaches to measure the returns of social media marketing efforts listed in the chapter,which one(s)do you find particularly insightful and why?

Accepted Answer

The answer of Of the various approaches to measure the...

Question 13

Higher rate of traffic to a company's website is an example of tracking a social media marketing campaign's efforts of search engine optimization.

Accepted Answer

A) True 
 B)False

Question 14

Objectives must be ________ before we can identify key performance indicators.

Accepted Answer

A)  sentimental 
B)  supported 
C)  well-defined 
D)  time-sensitive 
E)  standardized

Question 15

Which one of the following questions represents the cost of message control?

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 set their Facebook walls to "Brand only" posts so that contributions from others are hidden to visitors?

Question 16

What are some examples of measurements you can come up with for a site's stickiness?

Accepted Answer

The answer of What are some examples of measurements you...

Question 17

The second 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.

Question 18

If the BVI:

Accepted Answer

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

Question 19

Which one of the following questions represents the cost of message control?

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?

Question 20

Counting the number of pieces of content uploaded to a microsite after the fact is an example of ________ tracking.

Accepted Answer

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

Exam 10: Social Media Metrics

Clickthrough is defined as:

All of the following are examples of what is typically displayed on a measurement map EXCEPT:

Measurements require ________ to provide useful feedback.

A measurement within a defined context is called a ________.

Which of the following variables is NOT included in the BVI equation?

The third step in the DATA approach is:

Stickiness is defined as:

If we estimate that Dunkin' Donuts earns $500,000 in gross revenue due to its Twitter presence,at a cost of $100,000 in time investment,the ROI for the microblogging activity is 400 percent.This is an example of:

________ tracking means that the tracking mechanisms are developed prior to launching the activity or campaign.

If social media are being used as a customer service venue,service-oriented results is an example of what will be identified in the first step of the DATA process.

________ tracking begins during the activity or campaign.

Of the various approaches to measure the returns of social media marketing efforts listed in the chapter,which one(s)do you find particularly insightful and why?

Higher rate of traffic to a company's website is an example of tracking a social media marketing campaign's efforts of search engine optimization.

Objectives must be ________ before we can identify key performance indicators.

Which one of the following questions represents the cost of message control?

What are some examples of measurements you can come up with for a site's stickiness?

The second step in the DATA approach is:

If the BVI:

Which one of the following questions represents the cost of message control?

Counting the number of pieces of content uploaded to a microsite after the fact is an example of ________ tracking.