Deck 10: Social Media Metrics

Question 1

For which of the following terms is the focus on how the target market engages with the social media platform and activities?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Answer 1

E
Explanation: E)The three types of metrics include activity metrics,interaction metrics,and return metrics.Interaction metrics focus on how the target market engages with the social media platform and activities

Question 2

Which of the following terms refers to the specific standard of measurement used to measure objectives?

A)Sentiment.
B)Viewthrough.
C)Timeline.
D)Context.
E)Metric.

Answer 2

E
Explanation: E)A metric is indicative of value,importance or a change in results.

Question 3

Which of the following is best exemplified by tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Answer 3

E
Explanation: E)The three types of metrics include activity metrics,interaction metrics,and return metrics.Interactions are essentially made up of all the ways in which users can participate in a social media relationship with the brand.

Question 4

In order to provide useful feedback,measurements must include which of the following?

A)A context.
B)A timeline.
C)Support.
D)A viewthrough.
E)Sentiment.

Question 5

What measure focuses on the outcomes that directly or indirectly support the success of the brand?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Question 6

What does each letter stand for in the SMART framework of objectives?

A)Selective,manageable,appropriate,realistic and traceable.
B)Specific,measurable,appropriate,realistic and time-oriented.
C)Specific,measurable,approachable,realistic and time-oriented.
D)Specific,manageable,appropriate,realistic,and traceable.
E)Selective,measurable,approachable,relative and time-oriented.

Question 7

Which of the following best defines the term 'viewthrough'?

A)The ability of a site to draw repeat visits and to keep people on a site.
B)A comparison of how well different creative executions generate a response.
C)The number of people who later visit the brand's website after a previous exposure to it.
D)The average number of times someone is exposed.
E)The number of people who click through who go on to purchase the product.

Question 8

Which of the following best fits the return on investment measure?

A)Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
B)Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
C)Calculates the change in the probability of purchase based on the exposure.
D)Calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program.
E)Assigns a financial value to the resources we use to execute a strategy,measure financial outcomes,and calculate the ratio between inputs and outcomes.

Question 9

Which of the following best defines the term 'sales conversation'?

A)The ability of a site to draw repeat visits and to keep people on a site.
B)A comparison of how well different creative executions generate a response.
C)The number of people who later visit the brand's website after a previous exposure to it.
D)The average number of times someone is exposed.
E)The number of people who click through who go on to purchase the product.

Question 10

Which of the following terms measures the actions an organization takes relative to social media?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Question 11

Using both forms provides the hard numbers that CFOs (chief financial officers)require to fund investments in social media strategy while also valuing the soft benefits of social media such as stories,buzz,and image.This is an example of which of the following?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Question 12

Which of the following completes the sentence,'In order for _____________ to be valuable,we first must be sure the objectives they're supposed to measure are well defined'?

A)Key performance indicators.
B)Sentiment indicators.
C)Timelines.
D)Viewthroughs.
E)Measurement maps.

Question 13

The specific objectives we might identify can vary dramatically from brand to brand but it's likely they will include which of the following overarching issues?

A)Motivating some behavior from the target audience.
B)Influencing brand knowledge and attitudes.
C)Accomplishing the first two objectives with fewer resources than might be required with other methods.
D)Influence brand knowledge particularly among those who are likely to spread the message to their own networks.
E)All of the above.

Question 14

Which of the following best defines the term 'stickiness'?

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 15

Which of the following is not a step in the DATA approach?

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)Promote the program in various social media channels.
E)Adjust the program based on results to optimize future outcomes.

Question 16

Which of the following types of metrics is exemplified by tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates?

A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.

Question 17

Which of the following best defines the term 'reach'?

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 18

Which of the following best defines the term 'frequency'?

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 19

Which of the following are not commonly used social media metrics?

A)Brand liking.
B)Media mentions.
C)Engagement.
D)Practical .
E)Quality.

Question 20

Which of the following best defines the term 'relative pull'?

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 21

Which of the following descriptions best fits the return on target influence model?

A)Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
B)Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
C)Calculates the change in the probability of purchase based on the exposure.
D)Calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program.
E)Assigns a financial value to the resources we use to execute a strategy,measure financial outcomes,and calculate the ratio between inputs and outcomes.

Question 22

Which model is exemplified 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%?

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 23

Sales are also tracked at the same intervals,and then statistical analysis is used to determine how sales trends shifted according to the timing of the social media marketing in which of the following?

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 24

If the cost of a display ad on Pinterest is $50,000 but it cost $5,000 in time for its development and maintenance,the incremental gain is $45,000.The gain divided by the cost of the program expressed as a percentage reveals a ROI of 900%.This is an example of which of the following?

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 25

Which if the following best describes the return on earned media model?

A)Demonstrates how many 'opportunities to see' for the target audience were generated by the social media tactics.
B)Tracks coverage across media and in different markets against sales over time.
C)Relies upon survey data to assess the effectiveness of social media marketing.
D)Measures effective resource utilization.
E)Captures how effective a company is at using capital to generate profits.

Question 26

Which of the following best describes the return on social media impact model?

A)Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
B)Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
C)Calculates the change in the probability of purchase based on the exposure.
D)Calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program.
E)Assigns a financial value to the resources we use to execute a strategy,measure financial outcomes,and calculate the ratio between inputs and outcomes.

Question 27

Which of the following is not included in the BVI equation?

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 28

Which of the following models relies upon survey data to assess the effectiveness of social media marketing?

A)Return on Investment Model.
B)Return of Impressions Model.
C)Return on Social Media Impact Model.
D)Return on Target Influence Model.
E)Return on Earned Media Model.

Question 29

Return on investment is a way companies gauge success and is a measure of which of the following?

A)Engagement.
B)Awareness.
C)Liking.
D)Profitability.
E)Loyalty.

Question 30

The cost of software and hosting in the BVI equation is which of the following?

A)Substantially high.
B)Assumed to be zero.
C)Typically greater than the employee hourly wage of the blogger.
D)Typically a bit less than the employee hourly wage of the blogger.
E)Added on to the final BVI calculation.

Question 31

Which of the following is true?

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

Question 32

The cost of message control is represented in which of the following questions?

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 33

The concept of opportunity cost is best explained by which of the following questions?

A)What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity?
B)How fast should companies respond to crisis situations in social media?
C)How risky is it for a company to allow the sharing of a brand message beyond the company's discretion?
D)Should a company allow manipulation of their message beyond the company's discretion?
E)Should a company allow negative tweets about them on their Twitter company account?

Question 34

The cost of message control is best represented by which of the following questions?

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 35

Which of the following represents the total number of people who have taken action on the content in a feed?

A)Sales conversion.
B)Frequency.
C)Relative pull.
D)Reach.
E)Viewthrough.

Question 36

The concept of opportunity cost is represented in which of the following questions?

A)What's the time value of the person tasked with creating content for the corporate blog?
B)How fast should companies respond to crisis situations in social media?
C)How risky is it for a company to allow the sharing of a brand message beyond the company's discretion?
D)Should a company allow manipulation of their message beyond the company's discretion?
E)Should a company allow negative tweets about them on their Twitter company account?

Question 37

Which of the following questions is answered by the measure SMROI?

A)How much income did our investments in social media marketing generate?
B)What levels of engagement did our social media campaign create?
C)How many more social media users are now aware of our brand?
D)How many social media users 'liked' our website?
E)How many more loyal social media consumers do we now have?

Question 38

Which approach offers the greatest potential for social media marketers,because it can include lagged measurements that control for the time order of events taking place online?

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 39

Which of the following best describes the return on impressions model?

A)Demonstrates how many 'opportunities to see' for the target audience were generated by the social media tactics.
B)Tracks coverage across media and in different markets against sales over time.
C)Relies upon survey data to assess the effectiveness of social media marketing.
D)Measures effective resource utilization.
E)Captures how effective a company is at using capital to generate profits.

Question 40

Which of the following is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent and is an approach used by the return on earned media model?

A)ROI.
B)AEV.
C)BVI.
D)KPI.
E)SMROI.

Question 41

A content loyalty metric is answered by which of the following questions?

A)Who is interacting with and utilizing the brand-generated and consumer-generated content?
B)Who is adding to or changing your content by continuing the conversation with response posts?
C)How many consumers have subscribed to branded content with RSS feeds?
D)What is the comment-to-post ratio?
E)Is the number of friends-to-brand profiles growing?

Question 42

Which of the following is not typically displayed on a measurement map?

A)Blog posts.
B)White papers.
C)Rich media video.
D)Competitors' brand positioning.
E)Consumer-generated advertising contests.

Question 43

Which of the following allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time?

A)BVI.
B)ROI.
C)A baseline metric.
D)AEV.
E)A measurement map.

Question 44

Which type of tracking is conducted after an activity or campaign has concluded?

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

Question 45

Which type of tracking means that the tracking mechanisms are developed prior to launching the activity or campaign?

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

Question 46

Which of the following is the most accurate form of tracking?

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

Question 47

A content augmentation metric is answered by which of the following questions?

A)Who is interacting with and utilizing the brand-generated and consumer-generated content?
B)Who is adding to or changing your content by continuing the conversation with response posts?
C)How many consumers have subscribed to branded content with RSS feeds?
D)What is the comment-to-post ratio?
E)Is the number of friends-to-brand profiles growing?

Question 48

Which type of tracking begins during the activity or campaign?

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

Question 49

Which form of tracking is exemplified by counting the number of pieces of content uploaded to a microsite after the fact?

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

Question 50

Which of the following only uses residual data?

A)Only forward tracking.
B)Only coincident tracking.
C)Only reverse tracking.
D)Both forward tracking and coincident tracking.
E)Both coincident tracking and reverse tracking.