The cost of message control is represented in which of the following questions?
Select one:
a. Should a company set their Facebook walls to 'Brand only' posts so that contributions from others are hidden to visitors?
b. What's the time value of the person
Should a company set their Facebook walls to 'Brand only' posts so that contributions from others are hidden to visitors?
Which of the following questions is answered by the measure SMROI?
Select one:
a. How many more loyal social media consumers do we now have?
b. How much income did our investments in social media marketing generate?
c. How many more social media users are
How much income did our investments in social media marketing generate?
The cost of message control is best represented by which of the following questions?
Select one:
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 compa
Should a company allow negative tweets about them on their Twitter company account?
What does each letter stand for in the SMART framework of objectives?
Select one:
a. Selective, manageable, appropriate, realistic and traceable.
b. Specific, measurable, appropriate, realistic and time-oriented.
c. Specific, manageable, appropriate, real
Specific, measurable, appropriate, realistic and time-oriented.
Which type of tracking begins during the activity or campaign?
Select one:
a. Coincident.
b. Opportunity.
c. Forward.
d. Baseline.
e. Reverse.
Coincident.
Which of the following is true?
Select one:
a. If the BVI is greater than 1, the blog costs money.
b. Both A and C.
c. If the BVI is equal to 1, the blog costs money.
d. If the BVI is under 1, the blog costs money.
e. If the BVI is greater than 1, the blo
Both A and C.
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 ex
The return on earned media model.
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
Return metrics.
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%?
Select one:
a. The return on earned media
The return of impressions model.
Which form of tracking is exemplified by counting the number of pieces of content uploaded to a microsite after the fact?
Select one:
a. Baseline.
b. Opportunity.
c. Reverse.
d. Forward.
e. Coincident.
Reverse.
Which of the following is the most accurate form of tracking?
Select one:
a. Baseline.
b. Opportunity.
c. Coincident.
d. Forward.
e. Reverse.
Forward.
Which of the following are not commonly used social media metrics?
Select one:
a. Practical .
b. Quality.
c. Engagement.
d. Media mentions.
e. Brand liking.
Practical .
For which of the following terms is the focus on how the target market engages with the social media platform and activities?
Select one:
a. Clickthroughs.
b. Viewthroughs.
c. Interaction metrics.
d. Activity metrics.
e. Return metrics.
Interaction metrics.
Which type of tracking means that the tracking mechanisms are developed prior to launching the activity or campaign?
Select one:
a. Forward.
b. Reverse.
c. Coincident.
d. Opportunity.
e. Baseline.
Forward.
Which of the following descriptions best fits the return on target influence model?
Select one:
a. Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
b. Calculates the change in the
Takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
Which of the following best defines the term REACH?
Select one:
a. The ability to draw repeat visits and to keep people.
b. The number of people exposed to an online ad who actually select to see it.
c. The average number of times someone is exposed.
d. A
The number of people exposed to an online ad who actually select to see it.
Which of the following terms measures the actions an organization takes relative to social media?
Select one:
a. Viewthroughs.
b. Interaction metrics.
c. Clickthroughs.
d. Return metrics.
e. Activity metrics.
. Activity metrics.
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?
Select one:
a. BVI.
b. KPI.
c. AEV.
d. SMROI.
e. ROI.
AEV.
Which of the following only uses residual data?
Select one:
a. Only coincident tracking.
b. Both forward tracking and coincident tracking.
c. Only reverse tracking.
d. Both coincident tracking and reverse tracking
e. Only forward tracking.
Both coincident tracking and reverse tracking
The concept of opportunity cost is represented in which of the following questions?
Select one:
a. Should a company allow manipulation of their message beyond the company's discretion?
b. Should a company allow negative tweets about them on their Twitter
What's the time value of the person tasked with creating content for the corporate blog?
Which of the following best defines the term 'viewthrough'?
Select one:
a. A comparison of how well different creative executions generate a response.
b. The number of people who later visit the brand's website after a previous exposure to it.
c. The aver
The number of people who later visit the brand's website after a previous exposure to it.
Which of the following best describes the return on social media impact model?
Select one:
a. Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
b. Calculates the difference between th
. Employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
Which of the following best defines the term 'sales conversation'?
Select one:
a. A comparison of how well different creative executions generate a response.
b. The average number of times someone is exposed.
c. The number of people who click through who
The ability of a site to draw repeat visits and to keep people on a site.
Which of the following terms refers to the specific standard of measurement used to measure objectives?
Select one:
a. Timeline.
b. Viewthrough.
c. Metric.
d. Sentiment.
e. Context.
Metric.
A content augmentation metric is answered by which of the following questions?
Select one:
a. Who is interacting with and utilizing the brand-generated and consumer-generated content?
b. How many consumers have subscribed to branded content with RSS feeds
Who is adding to or changing your content by continuing the conversation with response posts?
Which of the following is not a step in the DATA approach?
Select one:
a. Track the actual results and link those results to the program.
b. Define the results that the program is designed to promote.
c. Adjust the program based on results to optimize fut
Promote the program in various social media channels
The concept of opportunity cost is best explained by which of the following questions?
Select one:
a. How risky is it for a company to allow the sharing of a brand message beyond the company's discretion?
b. Should a company allow manipulation of their me
What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity?
Which of the following models relies upon survey data to assess the effectiveness of social media marketing?
Select one:
a. Return on Earned Media Model.
b. Return on Target Influence Model.
c. Return of Impressions Model.
d. Return on Investment Model.
e
Return on Target Influence Model.
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?
Select one:
a. The return on target influence model.
b. The return on invest
The return on social media impact model.
Which type of tracking is conducted after an activity or campaign has concluded?
Select one:
a. Reverse.
b. Forward.
c. Baseline.
d. Coincident.
e. Opportunity.
Reverse.