In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics One metric it choose was __________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Question

Quizplus · Accepted Answer

Share of voice is the metric that quantifies the number of mentions of a brand as a percentage of all the mentions of the same product category or industry. In this case, Carmex is quantifying the number of mentions they are receiving compared to their competitors in the lip balm industry. This is a useful metric for evaluating the effectiveness of social media efforts in creating brand awareness and engagement.

In Evaluating Whether Its Facebook and Twitter Social Media Programs