Deck 13: Social Media Monitoring

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

Answer 3

True

Question 4

The Net Promoter Score measures:

A) the degree to which a viewer promotes the product.
B) revisits to the product website.
C) satisfaction.
D) loyalty.
E) the number of likes on a product page.

Question 5

There are few tools, and they are expensive, for social media tracking.

Question 6

Marketers find it easiest to track:

A) keywords.
B) hashtags.
C) repins.
D) retweets.
E) likes.

Question 7

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

Question 8

The process of data gathering is generally referred to as:

A) research.
B) discovery.
C) analytics.
D) reporting.
E) investigation.

Question 9

The key metric of the California Tortilla marketing campaign was the:

A) number of Likes on each campaign-related Facebook post.
B) number of Shares on each campaign-related Facebook post.
C) number of Likes on each campaign-related Instagram post.
D) number of Shares on each campaign-related Instagram post.
E) number of customer pictures posted on Instagram.

Question 10

Which of the following is NOT a likely metric for its objective?

A) Improve customer satisfaction score by 10%, measured by Net Promoter Score.
B) Increase sharing of Blog content by 10%, measured by total number of shares.
C) Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter.
D) Make 20% of customers aware of new Rewards Program, measured by page visits.
E) Achieve 60% program registration from click-throughs, measured by new subscribers to Rewards Program.

Question 11

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 12

A "metric" is a positive number.

Question 13

Important best practices for choosing the most useful Internet metrics include all of these except:

A) applying the "so what" test.
B) ensuring that metrics are in line with the business objectives of those who will use them.
C) identifying the metrics that drive business results, and make them your KPIs.
D) deciding which metric choices are appropriate, then tell the brand managers.
E) all of these are useful Internet metrics.

Question 14

The first step in evaluation is:

A) identifying business objectives.
B) deciding on a campaign.
C) measuring.
D) calculating ROI.
E) none of these.

Question 15

Regarding the "honesty" of metrics, which of the following statements is false? 

A) There are many ways to manipulate the metrics collection on any website or platform.
B) There are dishonest people that make a business out of selling fake metrics.
C) Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011.
D) Only platforms with the highest security are able to prevent dishonest metrics.
E) The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never-ending.

Question 16

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.

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

The amount of SMM spending is expected to increase sharply between 2014 and 2019. 

Question 19

The text indicates that all of the following are metrics in the Valid Metrics Framework except:

A) engagement.
B) impact.
C) influence.
D) satisfaction.
E) advocacy.

Question 20

Most marketers can easily compute the ROI for their SMM campaigns.

Question 21

Explain the difference between measurement and evaluation.

Question 22

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.