Question 1

What must a brand do in order to make quantitative social media metrics useful?

Accepted Answer

A)  It must identify the type of measurement to be used. 
B)  It must tie each metric to a specific marketing goal. 
C)  It must assign a marketer to track the metric. 
D)  It needs to have its benchmarks in place. 
E)  It needs to tie each metric to a financial value. 
A)  It must identify the type of measurement to be used. 
B)  It must tie each metric to a specific marketing goal. 
C)  It must assign a marketer to track the metric. 
D)  It needs to have its benchmarks in place. 
E)  It needs to tie each metric to a financial value. B

Question 2

According to the text,most marketers spend how much a month on social media monitoring tools?

Accepted Answer

A)  $0-50 
B)  Less than $100 
C)  $100-$500 
D)  $500-$5,000 
E)  $5,000 and up 
A)  $0-50 
B)  Less than $100 
C)  $100-$500 
D)  $500-$5,000 
E)  $5,000 and up B

Question 3

What did the early adopters of social media monitoring use it for?

Accepted Answer

A)  To keep track of a brand's reputation online 
B)  To evaluate qualitative KPIs 
C)  To measure the effectiveness of social media programs 
D)  To monitor it for negative comments about a brand 
E)  To measure the ROI of social media 
A)  To keep track of a brand's reputation online 
B)  To evaluate qualitative KPIs 
C)  To measure the effectiveness of social media programs 
D)  To monitor it for negative comments about a brand 
E)  To measure the ROI of social media D

Question 4

Explain the four steps for measuring social media.

Accepted Answer

1.Define a company's qualitative and qua

Question 5

The Net Promoter Score

Accepted Answer

A)  Is more effective at measuring social media than quantitative measurements 
B)  Was an early form of social media monitoring 
C)  Measures the loyalty of a brand's relationship with its customers 
D)  Is a type of quantitative measurement 
E)  Requires computer algorithms as part of its calculation 
A)  Is more effective at measuring social media than quantitative measurements 
B)  Was an early form of social media monitoring 
C)  Measures the loyalty of a brand's relationship with its customers 
D)  Is a type of quantitative measurement 
E)  Requires computer algorithms as part of its calculation

Question 6

A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.

Accepted Answer

A) True 
 B)False

Question 7

What is social media measurement?

Accepted Answer

A)  Qualitative and quantitative data found online 
B)  The analytics provided by Facebook and YouTube 
C)  The act of monitoring social media programs 
D)  Those KPIs used by a brand to evaluate its social media strategy 
E)  The measurement of the volume of content and sentiment of a brand on the social web. 
A)  Qualitative and quantitative data found online 
B)  The analytics provided by Facebook and YouTube 
C)  The act of monitoring social media programs 
D)  Those KPIs used by a brand to evaluate its social media strategy 
E)  The measurement of the volume of content and sentiment of a brand on the social web.

Question 8

What is one disadvantage of free social media monitoring tools?

Accepted Answer

A)  They do not have the ability to synchronize with paid platforms 
B)  They provide a lot of information that can be overwhelming 
C)  They are not effective at listening to social media 
D)  They are less effective at qualitative metrics 
E)  It is harder to measure specific KPIs with free tools 
A)  They do not have the ability to synchronize with paid platforms 
B)  They provide a lot of information that can be overwhelming 
C)  They are not effective at listening to social media 
D)  They are less effective at qualitative metrics 
E)  It is harder to measure specific KPIs with free tools

Question 9

Explain the difference between measurement and evaluation.

Accepted Answer

Evaluation is the act of gaining meaning

Question 10

It is important to identify quantitative KPIs based on social media marketing goals.

Accepted Answer

A) True 
 B)False

Question 11

A benchmark or baseline measurement is important because

Accepted Answer

A)  It helps a brand select KPIs 
B)  It acts as a starting point and standard to compare progress of strategies 
C)  It is part of calculation of Net Promoter Score 
D)  It is the basis for measuring ROI 
E)  It is an important part of social media monitoring 
A)  It helps a brand select KPIs 
B)  It acts as a starting point and standard to compare progress of strategies 
C)  It is part of calculation of Net Promoter Score 
D)  It is the basis for measuring ROI 
E)  It is an important part of social media monitoring

Question 12

Evaluation is important for measuring social media because

Accepted Answer

A)  It delivers impressive results without much effort 
B)  Social media measurement is still in the experimental stage 
C)  It is a form of ROI measurement 
D)  It allows brands to confirm or adjust KPIs 
E)  It allows brands to assess the impact and value of their social media marketing programs 
A)  It delivers impressive results without much effort 
B)  Social media measurement is still in the experimental stage 
C)  It is a form of ROI measurement 
D)  It allows brands to confirm or adjust KPIs 
E)  It allows brands to assess the impact and value of their social media marketing programs

Question 13

What is one of the biggest challenges marketers face when developing a tracking plan?

Accepted Answer

A)  Selecting target-rich platforms 
B)  Identifying relevant keywords that will retrieve useful data 
C)  Choosing focus areas. 
D)  Knowing when and how to widen or restrict the search 
E)  Knowing when to adjust the search 
A)  Selecting target-rich platforms 
B)  Identifying relevant keywords that will retrieve useful data 
C)  Choosing focus areas. 
D)  Knowing when and how to widen or restrict the search 
E)  Knowing when to adjust the search

Question 14

The text indicates that ____ is a KPI for fostering dialogue.

Accepted Answer

A)  Audience engagement 
B)  Sentiment ratio 
C)  Advocacy impact 
D)  Satisfaction score 
E)  Advocate influence 
A)  Audience engagement 
B)  Sentiment ratio 
C)  Advocacy impact 
D)  Satisfaction score 
E)  Advocate influence

Question 15

Measuring Return on Investment in social media is challenging for most marketers.

Accepted Answer

A) True 
 B)False

Question 16

Why is ROI not considered an ideal qualitative measurement for social media?

Accepted Answer

A)  Reach and frequency don't translate over to social media. 
B)  Many brands don't pay for social media,so ROI is less important to them. 
C)  It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis. 
D)  ROI requires sales figures,and most brands are not engaged in social commerce. 
E)  Reach and frequency are hard to measure on social media channels. 
A)  Reach and frequency don't translate over to social media. 
B)  Many brands don't pay for social media,so ROI is less important to them. 
C)  It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis. 
D)  ROI requires sales figures,and most brands are not engaged in social commerce. 
E)  Reach and frequency are hard to measure on social media channels.

Question 17

Social media monitoring has evolved from a more passive approach to active interaction with consumers.

Accepted Answer

A) True 
 B)False

Question 18

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Accepted Answer

A) True 
 B)False

Question 19

Sentiment analysis

Accepted Answer

A)  Is the use of data to identify social media influencers 
B)  Must be tracked over time in combination with other measurements to provide useful data 
C)  Is the 'Holy Grail' of qualitative metrics 
D)  Is actually a quantitative measurement 
E)  Does not need to be tied to KPIs 
A)  Is the use of data to identify social media influencers 
B)  Must be tracked over time in combination with other measurements to provide useful data 
C)  Is the 'Holy Grail' of qualitative metrics 
D)  Is actually a quantitative measurement 
E)  Does not need to be tied to KPIs

Question 20

The first step in tracking social media is to select those social platforms where the target audience participates.

Accepted Answer

A) True 
 B)False

What must a brand do in order to make quantitative social media metrics useful?

According to the text,most marketers spend how much a month on social media monitoring tools?

What did the early adopters of social media monitoring use it for?

Explain the four steps for measuring social media.

The Net Promoter Score

A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.

What is social media measurement?

What is one disadvantage of free social media monitoring tools?

Explain the difference between measurement and evaluation.

It is important to identify quantitative KPIs based on social media marketing goals.

A benchmark or baseline measurement is important because

Evaluation is important for measuring social media because

What is one of the biggest challenges marketers face when developing a tracking plan?

The text indicates that ____ is a KPI for fostering dialogue.

Measuring Return on Investment in social media is challenging for most marketers.

Why is ROI not considered an ideal qualitative measurement for social media?

Social media monitoring has evolved from a more passive approach to active interaction with consumers.

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Sentiment analysis

The first step in tracking social media is to select those social platforms where the target audience participates.

Why Social Media?

Goals and Strategies

Identifying Target Audiences

Rules of Engagement for Social Media

Publishing Blogs

Publishing Podcasts and Webinars

Publishing Articles,White Papers and E-Books

Sharing Videos

Sharing Photos and Images

Social Networks

Microblogging

Discussion Boards,Social News and Q&A Sites

Mobile Computing and Location Marketing

Social Media Marketing Plan

Filters

Exam 14: Social Media Monitoring

What must a brand do in order to make quantitative social media metrics useful?

According to the text,most marketers spend how much a month on social media monitoring tools?

What did the early adopters of social media monitoring use it for?

Explain the four steps for measuring social media.

The Net Promoter Score

A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.

What is social media measurement?

What is one disadvantage of free social media monitoring tools?

Explain the difference between measurement and evaluation.

It is important to identify quantitative KPIs based on social media marketing goals.

A benchmark or baseline measurement is important because

Evaluation is important for measuring social media because

What is one of the biggest challenges marketers face when developing a tracking plan?

The text indicates that ____ is a KPI for fostering dialogue.

Measuring Return on Investment in social media is challenging for most marketers.

Why is ROI not considered an ideal qualitative measurement for social media?

Social media monitoring has evolved from a more passive approach to active interaction with consumers.

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Sentiment analysis

The first step in tracking social media is to select those social platforms where the target audience participates.

Why Social Media?

Goals and Strategies

Identifying Target Audiences

Rules of Engagement for Social Media

Publishing Blogs

Publishing Podcasts and Webinars

Publishing Articles,White Papers and E-Books

Sharing Videos

Sharing Photos and Images

Social Networks

Microblogging

Discussion Boards,Social News and Q&A Sites

Mobile Computing and Location Marketing

Social Media Marketing Plan

Filters