Question 1

In terms of performance measures,fans are

Accepted Answer

Fans refer to the number of people who have opted in to a brand's messages through a social media platform at a given time.

Question 2

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as __________.

Accepted Answer

Cost per click (CPC) is a pricing model in which advertisers pay a set amount each time a user clicks on their ad. Cost per thousand (CPM) is a pricing model in which advertisers pay a set amount for every 1,000 times their ad is displayed.

Question 3

Cost per click is a measure in which

Accepted Answer

Cost per click (CPC) is a measure of advertising costs in which advertisers pay a fixed amount of money for every click on their online ads. This means that the advertiser only pays when someone clicks on the ad and visits their website.

Question 4

The number of times a Facebook Page is loaded in a given time period is referred to as

Accepted Answer

The number of times a Facebook Page is loaded in a given time period is referred to as "page views." None of the other options are commonly used terms in social media metrics.

Question 5

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

Accepted Answer

Cost per click (CPC) is a type of online advertising pricing model where the advertiser pays a fixed amount of money for every click that a visitor makes on an ad and is directed to the advertiser's website. This is a popular pricing model for search engine ads, social media marketing, and display ads.

Question 6

As a performance measure,share of voice is

Accepted Answer

Share of voice is the brand's share or percentage of all the online social media chatter related to a product category or topic. It enables a company to see how much of an impact their brand is making compared to its competitors on social media. Options A, B, and D are all measures of social media engagement, but they do not specifically measure the brand's share or percentage of online conversations related to a product category or topic.

Question 7

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Accepted Answer

Greenpeace's campaign was targeted towards Nestlé's use of palm oil in its products, which was causing deforestation and destruction of orangutan habitats. Nestlé responded by posting dogmatic and preachy comments on its Facebook page, which angered many customers and led to negative feedback and bad press.

Question 8

A fan source is

Accepted Answer

This option acknowledges that not all fan sources are created equal, with fans gained through word-of-mouth from friends being considered more valuable than those obtained through ads or other means.

Question 9

The number of Page views divided by visitors in a given time period is referred to as

Accepted Answer

The number of page views divided by visitors gives the average page views per visitor. This helps to understand the engagement level of the visitors on the website. Option A, C, and D are not correct as they do not accurately describe the metric being referred to.

Question 10

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time)and __________ (if someone visits five times in one day,he or she is counted once).

Accepted Answer

"Fans" refers to the number of people who have liked a brand's Facebook page, while "unique visitors" refers to the number of distinct individuals who have visited the page during a given time period. Therefore, the best choice is C, as it correctly matches the terms with their definitions. Option A is incorrect because "followers" generally refers to Twitter, not Facebook. Option B is incorrect because "visitors" alone does not account for unique individuals. Option D is incorrect because "unique page views" refers to the number of times a particular page has been viewed by distinct individuals, rather than the number of people who have liked a brand's page or opted in to its messages.

Question 11

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

The term "fan source" refers to the origin of a social network following, indicating whether fans come from organic sources like friends or paid sources like advertisements.

Question 12

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Accepted Answer

The issue between Nestlé and Greenpeace was that Nestlé was using non-sustainable palm oil in their Kit Kat candy bar, which was contributing to deforestation and the destruction of wildlife habitats. Greenpeace launched a social media campaign urging Nestlé to stop using non-sustainable palm oil in their products.

Question 13

The interaction rate is

Accepted Answer

The interaction rate is the number of people who interact with a post (such as liking, commenting, or sharing) divided by the total number of people seeing the post. Therefore, option D is the correct choice.

Question 14

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

The term "fans" most accurately describes individuals who have opted in to receive a brand's messages through a social media platform, as it implies a level of enthusiasm and dedication beyond simply being a visitor or follower. Lookers is not a commonly used term in social media marketing, and visitors typically refers to individuals who are simply browsing the brand's content without necessarily opting in to receive messages.

Question 15

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Accepted Answer

Cost per action (CPA) ties the cost of the ad directly to the specific action (such as a sale or lead) that the ad generates. This measure ensures that advertisers are only paying for their desired outcome, rather than just clicks or impressions.

Question 16

Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

Accepted Answer

Cost per click (CPC) is a measure in which a company pays Facebook a set amount for every time a user clicks on its ad and goes to its website. On the other hand, cost per thousand (CPM) is a performance measure in which a company pays pennies for every time its ad loads on a Facebook page, up to $10,000. Therefore, option C is the correct choice.

Question 17

The click-through rate is

Accepted Answer

The click-through rate measures the percentage of recipients who clicked on a link in a specific communication or advertisement to visit a specific site or webpage.

Question 18

Performance measures for output and revenues for social media are

Accepted Answer

Social media platforms provide detailed analytics and metrics, allowing for more specific tracking of performance measures compared to traditional media.

Question 19

A business hoping to generate large online sales through posting ads on social networking sites,but only pay when an ad actually generates a sale,should use a performance measure of

Accepted Answer

"Cost per action" (CPA) is the correct performance measure for a business that wants to pay only when an ad generates a sale, as it involves paying for a specific action, such as a purchase, resulting from the ad.

Question 20

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

The percentage of recipients who have clicked on a link on the Page to visit a specific site is known as the click-through rate. It is a measure of the effectiveness of an email campaign and indicates the level of engagement of the audience. The other options, fan percentage, specific-website rate, and recipient rate, are not commonly used terms in email marketing and do not accurately describe the click-through rate.

Quiz 20: Using Social Media to Connect With Consumers

In terms of performance measures,fans are

A company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as .

Cost per click is a measure in which

The number of times a Facebook Page is loaded in a given time period is referred to as

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

As a performance measure,share of voice is

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

A fan source is

The number of Page views divided by visitors in a given time period is referred to as

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

The interaction rate is

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Cost per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .

The click-through rate is

Performance measures for output and revenues for social media are

A business hoping to generate large online sales through posting ads on social networking sites,but only pay when an ad actually generates a sale,should use a performance measure of

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Quiz 20: Using Social Media to Connect With Consumers

In terms of performance measures,fans are

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as __________.

Cost per click is a measure in which

The number of times a Facebook Page is loaded in a given time period is referred to as

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

As a performance measure,share of voice is

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

A fan source is

The number of Page views divided by visitors in a given time period is referred to as

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day,he or she is counted once) .

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

The interaction rate is

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

The click-through rate is

Performance measures for output and revenues for social media are

A business hoping to generate large online sales through posting ads on social networking sites,but only pay when an ad actually generates a sale,should use a performance measure of

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

A company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as .

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

Cost per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .