Deck 10: Social Media Metrics

Question 1

Sales conversion is defined as:

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.

Answer 1

A

Question 2

Reach is defined as:

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.

Answer 2

A

Question 3

In the SMART framework for objectives,the "A" stands for ________.

A) appropriate
B) adjustable
C) approachable
D) amiable
E) alert

Answer 3

A

Question 4

Objectives must be ________ before we can identify key performance indicators.

A) sentimental
B) supported
C) well-defined
D) time-sensitive
E) standardized

Question 5

The second step in the DATA approach is:

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

Question 6

The fourth step in the DATA approach is:

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

Question 7

In the SMART framework for objectives,the "T" stands for ________.

A) traceable
B) tactful
C) tacit
D) tasteful
E) time-oriented

Question 8

Stickiness is defined as:

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 9

In the SMART framework for objectives,the "M" stands for ________.

A) marketable
B) manageable
C) meticulous
D) measurable
E) meaningful

Question 10

Viewthrough is defined as:

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 11

In the SMART framework for objectives,the "S" stands for ________.

A) sound
B) specific
C) short
D) social
E) selective

Question 12

A measurement within a defined context is called a ________.

A) sentiment
B) viewthrough
C) timeline
D) context
E) metric

Question 13

In the SMART framework for objectives,the "R" stands for ________.

A) reversible
B) relative
C) realistic
D) returnable
E) relatable

Question 14

The first step in the DATA approach is:

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

Question 15

The third step in the DATA approach is:

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

Question 16

Clickthrough is defined as:

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 17

Frequency is defined as:

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

________ are metrics that are tied to organizational objectives.

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

Question 19

Measurements require ________ to provide useful feedback.

A) a context
B) a timeline
C) support
D) a viewthrough
E) sentiment

Question 20

Relative pull is defined as:

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

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 22

Tracking the number of followers and fans,comments,likes,recommendations and reviews,and the amount of shared content would be examples of ________.

A) activity metrics
B) viewthroughs
C) return metrics
D) clickthroughs
E) interaction metrics

Question 23

SMROI answers the question:

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 24

Tracking the number and timing of blog posts,white papers,tweets,videos,comment responses,and status updates would be examples of ________.

A) activity metrics
B) viewthroughs
C) return metrics
D) clickthroughs
E) interaction metrics

Question 25

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 percent.This is an example of:

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 26

Tracking ROI and cost reduction would be examples of ________.

A) activity metrics
B) viewthroughs
C) return metrics
D) clickthroughs
E) interaction metrics

Question 27

Return on investment:

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 28

The return on target influence 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 29

The return on impressions 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 30

The return on social media impact 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 31

________ measure focus 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 32

The timing of an event in a social world,the point at which a profile was activated,the timing of a contest conclusion,and subsequent posting of consumer-generated ads are examples of the time order of events that can be controlled for in:

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 33

________ 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

Question 34

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 35

In ________,surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.

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 36

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 37

________ can include lagged measurements that control for 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 38

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 39

Return on investment is a measure of ________.

A) engagement
B) awareness
C) liking
D) profitability
E) loyalty

Question 40

________ measure the actions the organization takes relative to social media.

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

Question 41

In the BVI equation,the cost of software and hosting:

A) is substantially high.
B) is assumed to be zero.
C) is typically greater than the employee hourly wage of the blogger.
D) is typically a bit less than the employee hourly wage of the blogger.
E) is added onto the final BVI calculation.

Question 42

Which one of the following questions represents the cost of message control?

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 43

Which of the following variables 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 44

________ 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 45

The total number of people who have taken action on the content in a feed is a measure of ________.

A) sales conversion
B) frequency
C) relative pull
D) reach
E) viewthrough

Question 46

Which one of the following questions represents the concept of opportunity cost?

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 47

________ tracking begins during the activity or campaign.

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

Question 48

Which one of the following questions represents the cost of message control?

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 49

Counting the number of pieces of content uploaded to a microsite after the fact is an example of ________ tracking.

A) reverse
B) forward
C) opportunity
D) coincident
E) baseline

Question 50

Which one of the following questions represents the concept of opportunity cost?

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 51

________ is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent.

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

Question 52

If the cost of a display ad on Facebook 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 percent.This example relates to:

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 53

Advertising equivalency value is used in:

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 54

________ tracking is conducted after an activity or campaign has concluded.

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

Question 55

The most accurate form of tracking is:

A) reverse.
B) forward.
C) opportunity.
D) coincident.
E) baseline.

Question 56

________ use(s)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

Question 57

The return on earned media 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 58

If the BVI:

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

Question 59

All of the following are components in the tracking step in the DATA process EXCEPT:

A) develop transaction data.
B) create activity timelines.
C) measure transaction precursors.
D) establish baseline comparisons.
E) identify the investments required for specific activities.

Question 60

If the BVI:

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

Question 61

The degree of engagement that people feel speaks to the quality of interactions between consumers and a brand.

Question 62

Customer satisfaction and retention are examples of how you could track if responsiveness to consumer concerns is valuable in a social media marketing campaign.

Question 63

The sheer number of Hershey's Bliss Facebook friends (32,000)says that they feel great about the product.

Question 64

________ provides the types of branded messages produced and distributed,and invitations for consumer engagement with the brand as well as the online location for these materials.

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

Question 65

An example of ________ would provide a comparison between a marketer's efforts pre-social media campaign and post-campaign.

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

Question 66

Which of the following is an example of a question answered by a content augmentation metric?

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 67

If social media are being used as a customer service venue,service-oriented results is an example of what will be identified in the first step of the DATA process.

Question 68

The metrics we use must be appropriate for the objectives we set for the social media campaign.

Question 69

Metrics should never shift as a social media campaign progresses.

Question 70

The following is an example of a SMART objective: "We will tell everyone we can about our new Facebook page and see if they like it so much they'll buy more of our product."

Question 71

Which of the following is an example of a question answered by a content conversation metric?

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 72

All of the following are examples of what is typically displayed on a measurement map EXCEPT:

A) blog posts.
B) white papers.
C) rich media video.
D) competitors' brand positioning.
E) consumer-generated advertising contests.

Question 73

Which of the following is an example of a question answered by a content consumption metric?

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 74

The following is an example of a SMART objective: "We will promote our new Facebook page in print advertisements we will place in the June issues of Rolling Stone,Sports Illustrated,and Maxim.On July 15,we will count the number of Facebook users who 'like' our brand and compare sales to the same period last year."

Question 75

When it comes to social media marketing,measurement isn't optional.

Question 76

Which of the following DATA process steps represents the application of what is learned to future activities and investments?

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

Question 77

________ 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 78

Which of the following is an example of a question answered by a content engagement metric?

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 79

Higher rate of traffic to a company's website is an example of tracking a social media marketing campaign's efforts of search engine optimization.

Question 80

Which of the following is an example of a question answered by a content loyalty metric?

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?