In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was __________,which provides the percentages the percentage of Internet Carmex share of voice mentions that are positive,neutral,or negative.

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The metric Carmex chose was sentiment, which measures the percentage of positive, neutral, or negative mentions about the brand. This metric can help Carmex determine if their Facebook and Twitter programs are positively impacting their brand reputation and perception. The other metrics listed (Twitter followers, conversation velocity, Facebook likes) do not specifically measure brand sentiment, and therefore would not provide the same insight. Carmex share of voice is related to sentiment, but it specifically refers to the percentage of mentions about Carmex compared to mentions about competitors.

In Evaluating Whether Its Facebook and Twitter Social Media Programs