Reach is defined as:
the number of people exposed to the message
Frequency is defined as:
the average number of times someone is exposed
Stickiness is defined as:
the ability to draw repeat visits and to keep people.
Relative pull is defined as:
a comparison of how well different creative executions generate a response.
Clickthrough is defined as:
the number of people exposed to an online ad who actually select to see it.
Sales conversion is defined as:
Sales conversion is defined as:
Viewthrough is defined as:
the number of people who later visit the brand's website after a previous exposure to it.
________ are metrics that are tied to organizational objectives.
Key performance indicators
A measurement within a defined context is called a ________.
metric
Measurements require ________ to provide useful feedback.
a context
Objectives must be ________ before we can identify key performance indicators.
well-defined
The first step in the DATA approach is:
define the results that the program is designed to promote.
The second step in the DATA approach is:
assess the costs of the program and the potential value of the results.
The third step in the DATA approach is:
track the actual results and link those results to the program.
The fourth step in the DATA approach is:
adjust the program based on results to optimize future outcomes.
In the SMART framework for objectives, the "S" stands for ________.
specific
In the SMART framework for objectives, the "M" stands for ________.
A) marketable
measurable
In the SMART framework for objectives, the "A" stands for ________.
appropriate
In the SMART framework for objectives, the "R" stands for ________.
realistic
In the SMART framework for objectives, the "T" stands for ________.
traceable
________ measure the actions the organization takes relative to social media.
activity metrics
Tracking the number and timing of blog posts, white papers, tweets, videos, comment responses, and status updates would be examples of ________.
activity metrics
________ focus on how the target market engages with the social media platform and activities.
interaction metrics
Tracking the number of followers and fans, comments, likes, recommendations and reviews, and the amount of shared content would be examples of ________.
interaction metrics
________ measure focus on the outcomes that directly or indirectly support the success of the brand.
Return metrics
Tracking ROI and cost reduction would be examples of ________.
return metrics
Return on investment is a measure of ________.
profitability
Return on investment
assigns a financial value to the resources we use to execute a strategy, measure financial outcomes, and calculate the ratio between inputs and outcomes.
SMROI answers the question:
How much income did our investments in social media marketing generate?
The return on impressions model:
demonstrates how many "opportunities to see" for the target audience were generated by the social media tactics.
The return on impressions model:
takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program
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:
the return of impressions model.
The return on social media impact model:
tracks coverage across media and in different markets against sales over time.
The return on social media impact model:
employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
________ can include lagged measurements that control for time order of events taking place online.
The return on social media impact model
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:
the return on social media impact model.
The return on target influence model:
relies upon survey data to assess the effectiveness of social media marketing.
In ________, surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.
the return on target influence model
the return on target influence model
takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
The return on earned media model:
measures effective resource utilization.
________ is a metric used primarily to equate publicity in news media outlets to its paid advertising equivalent.
AEV
Advertising equivalency value is used in:
the return on earned media model.
The return on earned media model:
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.
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 ex
the return on earned media model.
Which one of the following questions represents the concept of opportunity cost?
What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity?
Which one of the following questions represents the concept of opportunity cost?
What's the time value of the person tasked with creating content for the corporate blog?
Which one of the following questions represents the cost of message control?
should a company allow negative tweets about them on their Twitter company account?
Which one of the following questions represents the cost of message control?
Should a company set their Facebook walls to "Brand only" posts so that contributions from others are hidden to visitors?
If the BVI:
is under 1, the blog costs money.
If the BVI:
is greater than 1, the blog brings a profit.
In the BVI equation, the cost of software and hosting:
is assumed to be zero.
Which of the following variables is NOT included in the BVI equation?
average opportunity cost of the blogger
The total number of people who have taken action on the content in a feed is a measure of ________.
reach
All of the following are components in the tracking step in the DATA process EXCEPT:
identify the investments required for specific activities.
________ tracking means that the tracking mechanisms are developed prior to launching the activity or campaign.
forward
The most accurate form of tracking is:
forward
________ tracking begins during the activity or campaign.
Coincident
________ tracking is conducted after an activity or campaign has concluded.
Reverse
________ use(s) residual data.
Both coincident tracking and reverse tracking
Counting the number of pieces of content uploaded to a microsite after the fact is an example of ________ tracking.
reverse
________ 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 baseline metric
An example of ________ would provide a comparison between a marketer's efforts pre-social media campaign and post-campaign.
a baseline metric
________ 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 baseline metric
All of the following are examples of what is typically displayed on a measurement map EXCEPT:
conpetitors' brand positioning
Which of the following DATA process steps represents the application of what is learned to future activities and investments?
Adjust the program based on results to optimize outcomes.
Which of the following is an example of a question answered by a content consumption metric?
Who is interacting with and utilizing the brand-generated and consumer-generated content?
Which of the following is an example of a question answered by a content augmentation metric?
Who is adding to or changing your content by continuing the conversation with response posts?
Which of the following is an example of a question answered by a content loyalty metric?
How many consumers have subscribed to branded content with RSS feeds?
Which of the following is an example of a question answered by a content conversation metric?
What is the comment-to-post ratio?
Which of the following is an example of a question answered by a content engagement metric?
Is the number of friends-to-brand profiles growing?