Tom is a community manager in his company's marketing department. He is attempting to measure the effectiveness of using Twitter to promote his organization. He regularly tracks the number of followers, number of times others mention his company in their tweets, and the number of times people retweet his company's messages. Tom is using tool based metrics to measure Twitter's effectiveness.

Question

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Tom is tracking specific metrics related to Twitter activity (number of followers, mentions, and retweets), which fall under tool-based metrics.

Tom Is a Community Manager in His Company's Marketing Department