Deck 11: Social Media Metrics

Question 1

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.

Answer 1

A

Question 2

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

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 2

A

Question 3

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.

Answer 3

D

Question 4

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 5

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.

Question 6

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 7

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 8

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 these.

Question 9

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 10

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 11

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 12

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 13

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.

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 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 16

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 17

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

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

Question 18

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.

Question 19

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 20

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 21

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 22

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 23

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 24

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 25

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 26

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 27

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 if the BVI is greater than 1,the blog brings a profit and if the BVI is under 1,the blog costs money.

Question 28

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 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 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 31

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 32

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 33

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 34

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 35

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 36

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 on 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 37

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 38

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 39

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 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

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

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

Question 42

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 43

Which of the following refers to metrics that are tied to organizational objectives?

A)Variable metrics.
B)Social media ROI.
C)Key performance indicators.
D)Viewthroughs.
E)None of these.

Question 44

Which of the following best completes the sentence,'______ metrics focus on the outcomes (financial or otherwise)that directly or indirectly support the success of the brand.'?

A)Activity.
B)Sentiment.
C)Interaction.
D)Return.
E)None of these.

Question 45

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.

Question 46

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 47

A content consumption 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 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 49

Which of the following best completes the sentence,'However,because social media are largely customer driven,we may need to view measurement from the perspective of the ______ investments in the ______.'?

A)Company's,customer.
B)Company's,product.
C)Customers'.product
D)Customers',company.
E)None of these.

Question 50

Which of the following best completes the sentence,'______ are essentially made up of all the ways in which users can participate in a social media relationship with the brand.'?

A)Activities.
B)Relationships.
C)Interactions.
D)Returns.
E)None of these.

Question 51

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

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

Question 52

Which of the following best completes the sentence,'______ measures include the number of followers and fans,comments,"likes," recommendations and reviews,and the amount of shared content.'?

A)Activity.
B)Sentiment.
C)Interaction.
D)Return.
E)None of these.

Question 53

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

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 54

Forrester Research encourages marketers to measure engagement and interpret it using four dimensions.Which of the following is not a dimension of engagement?

A)Interviews.
B)Influence.
C)Involvement.
D)Interaction.
E)Intimacy.

Question 55

Which of the following is the most commonly metric used by social media marketers?

A)Brand sentiment indicators.
B)Number of impressions per social media content.
C)Distance of viral spread.
D)Influence and buzz.
E)None of these.

Question 56

Which of the following best completes the sentence,'______ metrics are important because they are used to assess campaign effectiveness by tactic.'?

A)Activity.
B)Sentiment.
C)Interaction.
D)Return.
E)None of these.

Question 57

Which of the following best completes the sentence,'Historically,marketers have addressed measurement from the perspective of ______ investments in ______ and the extent to which those investments generated positive results.'?

A)Customer,products.
B)Research,customers.
C)Company,products.
D)Company,customers.
E)None of these.

Question 58

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 59

Which type of tracking begins during the activity or campaign?

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

Question 60

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 61

Which of the following is a piece of metadata that tells a server the source of a website visitor?

A)Cookie.
B)Linkbait.
C)Direct.
D)Referral.
E)None of these.

Question 62

Which step of the DATA process involves collecting and organizing the data used to determine results?

A)Define.
B)Assess.
C)Track.
D)Adjust.
E)None of these.

Question 63

What is the goal of measuring message/crisis control as a key performance indicator?

A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.

Question 64

What is the goal of measuring service quality as a key performance indicator?

A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.

Question 65

What is the goal of cost efficiency calculation?

A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.

Question 66

Which of the following should be used to assess the value generated from social media activities?

A)ROI models.
B)Cost efficiency estimates.
C)A/B testing.
D)A & B only.
E)All of these.

Question 67

Which of the following is an insight tool,built to provide intuitive navigation through the KPIs and visualization of data?

A)Assessment summary.
B)Social media performance dashboard.
C)KPI tracker.
D)Brand effectiveness model.
E)None of these.

Question 68

What is the goal of using opportunity cost as a key performance indicator?

A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.

Question 69

Which of the following best completes the sentence,'If the organization has set SMART objectives,______ tracking should already be in place.'?

A)Forward.
B)Coincident.
C)Reverse.
D)Indirect.
E)None of these.

Question 70

Which of the following questions is best answered by the measure ROI?

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 much income was generated from investments in the activities?

Question 71

What is the goal of A/B testing?

A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.

Question 72

Which of the following best completes the sentence,'To calculate ______,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially.?

A)Social media equivalency.
B)SMROI.
C)ROI.
D)Advertising equivalency.
E)None of these.

Question 73

Which of the following is true of advertising equivalency value (AEV)?

A)It is not truly a return on investment measure so much as it is a measure of effective resource utilization.
B)To calculate advertising equivalency,the cost to purchase a display ad on a site would be used to assign a dollar value to the impressions achieved socially.
C)The return on earned media model uses AEV to equate publicity in news media outlets to its paid advertising equivalent.
D)A & B only.
E)All of these.

Question 74

Which of the following is one of the most important design elements for paid advertising in SNSs and can make a huge difference in ROI?

A)Initial clickthroughs.
B)AEV.
C)Call to action.
D)A/B testing.
E)None of these.

Question 75

Which of the following is true of the term 'dark social'?

A)It refers to web traffic that comes from outside sources that web analytics are not able to track.
B)Most social content is shared via dark social channels.
C)Most social traffic is visible to analytics programs.
D)A & B only.
E)All of these.