Exam 10: Measurement, Evaluation, Budget and Calendar

Measurement is more than just collecting data and analyzing it--there has to be a measurement strategy for how to use the data effectively for the brand.

When you are implementing a measurement strategy, you want to make sure you are using jargon to make sure your budget and activities get approved.

Cersei is exploring her takeover of the social media world with her new agency, Lannister Solutions. She is in the midst of constructing her measurement plan, and she wants to explore how effective her content has been in her campaign. She has been collecting information like likes, comments, and engagement metrics. What is she focusing on?

The cost for the advertiser to the publisher when an ad is clicked is called ______.

By having an effective measurement strategy, social media professionals will be able to ______.

What are two areas that need to be invested in for the budget?

______ is more aligned with conative outcomes since it focuses on providing a specific action that needs to be taken by the user online.

Which metrics are aligned with cognitive outcomes?

What are the best practices for effectively measuring social media? Outline the key best practices and why they are significant for social media practices today.

Which type of outcomes focuses on audience analysis according to the AMEC framework?

What is cost per engagement?

You are working with Sephora on a measurement strategy, and you want to make sure you are able to provide a strong rationale for the brand on why measurement is just as important as having great content. Discuss these reasons and benefits for measurement, and how this could help Sephora with their social media efforts.

______ focus on what you want to accomplish during the course of a social media plan

It is important for social media professionals to learn from insights and adjust when needed for their social media efforts.

What are some areas that need to be invested in for a social media budget?

Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate?

You are presenting at a conference, and you are asked a question about the different metrics associated with CPC, CPE, and CPC. Discuss what each of these are and their significance to measurement and evaluation. Highlight a few examples of how these can be measured.

You are in the final running for an internship with Tagboard in Seattle. They want you to create a campaign for them to attract local high schools with their services in the area. They give you a budget of $10,000 to do this. Outline the outcomes you would want to focus on, and discuss what would be the necessary tools you would want to invest in for this initiative.

Steve Rogers wants to measure the overall reputation and improved practices of his Avengers team on social media. What metric should Steve be evaluating on?

The PESO model is often referred to when it comes to measuring ______.