Approval
the number of approval actions of each post (likes, thumbs up favorites)
Absolute sentiment
increase in the share of positive overall brand mentions
Relative sentiment
increase in the share of positive brand mentions and decrease in the share of negative overall brand mentions
According to the annual "CMO Survey" in 2014, how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes?
15%
What are the four stages of consumer decision-making that need to be activated before any purchases can happen?
Awareness, engagement, postive attitudes, advocacy
Would an increase in the number of product reviews be a good example of consumer engagement?
yes
What does the term "absolute sentiment" represent in this chapter?
Increase in the share of positive overall brand mentions (relative to neutral and negative mentions)
As a marketer, you should measure what is available, not what is relevant.
false
When looking over social media metrics, it would be wise to consider everything.
false
According to Table 4.3.1 which would not be a commonly examined social media marketing metric?
number of uploaded videos
Do social media platforms automatically measure certain metrics for you free of charge?
yes
Have marketers increased, decreased, or neutralized the spending on social media activities over the last five years?
increased
According to the brand metrics listed in Table 4.1.1, which metric had the biggest % change increase in popularity from 2010 to 2014?
number of friends or followers