Deck 14: Social Media Monitoring

Question 1

A benchmark or baseline measurement is important because

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

Answer 1

B

Question 2

What is one disadvantage of free social media monitoring 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

Answer 2

B

Question 3

The Net Promoter Score

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

Answer 3

C

Question 4

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

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

Question 5

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

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

Question 6

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

Question 7

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

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 8

What is social media measurement?

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 9

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

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 10

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

Question 11

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

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

Question 12

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

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.

Question 13

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

Question 14

Sentiment analysis

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 15

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

Question 16

Monitoring social media is only effective in preventing the spread of negative or damaging comments to a brand.

Question 17

Evaluation is important for measuring social media because

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 18

A 20% growth in the number of Facebook fans within 6 months is an example of a qualitative KPI.

Question 19

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

Question 20

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

Question 21

Explain the difference between measurement and evaluation.

Question 22

Explain the four steps for measuring social media.