Question 1

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Accepted Answer

Passives are considered neutral; they are unlikely to spread negative word of mouth but are also not enthusiastic enough to promote the brand actively.

Question 2

Measuring Return on Investment in social media is challenging for most marketers.

Accepted Answer

Measuring ROI in social media can be difficult due to the nature of the platform, the multiple metrics that can be used, and the difficulty in attributing specific conversions or sales solely to social media efforts.

Question 3

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

Accepted Answer

The statement is true, the Valid Metrics Framework was developed to standardize social media measurement models and terminology.

Question 4

The Net Promoter Score measures:
A) the degree to which a viewer promotes the product.
B) revisits to the product website.
C) satisfaction.
D) loyalty.
E) the number of likes on a product page.

Accepted Answer

The Net Promoter Score is a measure of customer loyalty. It asks customers how likely they are to recommend the product to someone else, which is an indicator of their loyalty to the brand.

Question 5

There are few tools, and they are expensive, for social media tracking.

Accepted Answer

There are many social media tracking tools available, although some may be expensive. There are also some free tools available for basic social media monitoring.

Question 6

Marketers find it easiest to track:
A) keywords.
B) hashtags.
C) repins.
D) retweets.
E) likes.

Accepted Answer

The answer of Marketers find it easiest to track:
A) keywords.
B)...

Question 7

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

Accepted Answer

Pinterest also offers tools for evaluating the impact of social media activities, such as Pinterest Analytics, which allows users to measure their performance on the platform.

Question 8

The process of data gathering is generally referred to as:
A) research.
B) discovery.
C) analytics.
D) reporting.
E) investigation.

Accepted Answer

The answer of The process of data gathering is generally...

Question 9

The key metric of the California Tortilla marketing campaign was the:
A) number of Likes on each campaign-related Facebook post.
B) number of Shares on each campaign-related Facebook post.
C) number of Likes on each campaign-related Instagram post.
D) number of Shares on each campaign-related Instagram post.
E) number of customer pictures posted on Instagram.

Accepted Answer

The number of Shares on each campaign-related Facebook post is a better metric because it shows how many people are actively engaged with the campaign and are willing to share it with their own social networks. This creates a ripple effect and extends the reach of the campaign beyond just the original post. Likes on Facebook are easily achieved with little effort, whereas Shares require a higher level of engagement and endorsement. The other options don't necessarily indicate a direct impact on the effectiveness of the campaign.

Question 10

Which of the following is NOT a likely metric for its objective?
A) Improve customer satisfaction score by 10%, measured by Net Promoter Score.
B) Increase sharing of Blog content by 10%, measured by total number of shares.
C) Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter.
D) Make 20% of customers aware of new Rewards Program, measured by page visits.
E) Achieve 60% program registration from click-throughs, measured by new subscribers to Rewards Program.

Accepted Answer

The answer of Which of the following is NOT a...

Question 11

Why is ROI not considered an ideal qualitative measurement for social media?
A) Reach and frequency don't translate over to social media.
B) Many brands don't pay for social media, so ROI is less important to them.
C) It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.
D) ROI requires sales figures, and most brands are not engaged in social commerce.
E) Reach and frequency are hard to measure on social media channels.

Accepted Answer

It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis, which makes ROI not an ideal qualitative measurement for social media.

Question 12

A "metric" is a positive number.

Accepted Answer

A "metric" refers to a system or standard of measurement and does not necessarily have to be a positive number; it can be any value that measures a particular characteristic.

Question 13

Important best practices for choosing the most useful Internet metrics include all of these except:
A) applying the "so what" test.
B) ensuring that metrics are in line with the business objectives of those who will use them.
C) identifying the metrics that drive business results, and make them your KPIs.
D) deciding which metric choices are appropriate, then tell the brand managers.
E) all of these are useful Internet metrics.

Accepted Answer

Deciding which metric choices are appropriate and then telling brand managers is not an important best practice for choosing useful Internet metrics. Instead, it is important to involve brand managers and stakeholders in the selection process to ensure alignment with business objectives and goals.

Question 14

The first step in evaluation is:
A) identifying business objectives.
B) deciding on a campaign.
C) measuring.
D) calculating ROI.
E) none of these.

Accepted Answer

The answer of The first step in evaluation is:
A) identifying...

Question 15

Regarding the "honesty" of metrics, which of the following statements is false? 
A) There are many ways to manipulate the metrics collection on any website or platform.
B) There are dishonest people that make a business out of selling fake metrics.
C) Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011.
D) Only platforms with the highest security are able to prevent dishonest metrics.
E) The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never-ending.

Accepted Answer

The statement "Only platforms with the highest security are able to prevent dishonest metrics" is false. Even platforms with high security measures can still be vulnerable to metric manipulation.

Question 16

The Net Promoter Score:
A) is more effective at measuring social media than quantitative measurements.
B) was an early form of social media monitoring.
C) measures the loyalty of a brand's relationship with its customers.
D) is a type of quantitative measurement.
E) requires computer algorithms as part of its calculation.

Accepted Answer

The Net Promoter Score measures the loyalty of a brand's relationship with its customers, specifically by asking a customer how likely they are to recommend the brand to a friend or colleague.

Question 17

Evaluation is important for measuring social media because
A) It delivers impressive results without much effort
B) Social media measurement is still in the experimental stage
C) It is a form of ROI measurement
D) It allows brands to confirm or adjust KPIs
E) It allows brands to assess the impact and value of their social media marketing programs

Accepted Answer

The answer of Evaluation is important for measuring social media...

Question 18

The amount of SMM spending is expected to increase sharply between 2014 and 2019.

Accepted Answer

According to various industry reports, the spending on social media marketing is expected to increase significantly between 2014 and 2019.

Question 19

The text indicates that all of the following are metrics in the Valid Metrics Framework except:
A) engagement.
B) impact.
C) influence.
D) satisfaction.
E) advocacy.

Accepted Answer

Satisfaction is not typically considered a metric within the Valid Metrics Framework, which focuses on engagement, impact, influence, and advocacy.

Question 20

Most marketers can easily compute the ROI for their SMM campaigns.

Accepted Answer

While the impact of social media marketing can be measured, calculating the exact return on investment can be challenging because it involves both quantitative and qualitative factors. It is difficult to directly tie social media activity to revenue generation, so marketers often rely on metrics such as engagement rates, website traffic, and brand awareness to evaluate the success of their campaigns.

Quiz 13: Social Media Monitoring

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

Measuring Return on Investment in social media is challenging for most marketers.

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.

The Net Promoter Score measures:

There are few tools, and they are expensive, for social media tracking.

Marketers find it easiest to track:

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.

The process of data gathering is generally referred to as:

The key metric of the California Tortilla marketing campaign was the:

Which of the following is NOT a likely metric for its objective?

Why is ROI not considered an ideal qualitative measurement for social media?

A "metric" is a positive number.

Important best practices for choosing the most useful Internet metrics include all of these except:

The first step in evaluation is:

Regarding the "honesty" of metrics, which of the following statements is false?

The Net Promoter Score:

Evaluation is important for measuring social media because

The amount of SMM spending is expected to increase sharply between 2014 and 2019.

The text indicates that all of the following are metrics in the Valid Metrics Framework except:

Most marketers can easily compute the ROI for their SMM campaigns.