Question 1

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

Accepted Answer

A)   engagement.
B)   impact.
C)   influence.
D)   satisfaction.
E)   advocacy.

Question 2

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

Accepted Answer

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.

Question 3

Marketers find it easiest to track:

Accepted Answer

A)   keywords.
B)   hashtags.
C)   repins.
D)   retweets.
E)   likes.

Question 4

Explain the difference between measurement and evaluation.

Accepted Answer

Measurement is the first step in the eva...

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The Net Promoter Score:

Accepted Answer

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.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Evaluation is important for measuring social media because

Accepted Answer

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

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

The process of data gathering is generally referred to as:

Accepted Answer

A)   research.
B)   discovery.
C)   analytics.
D)   reporting.
E)   investigation.

Question 11

The Net Promoter Score measures:

Accepted Answer

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.

Question 12

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.

Accepted Answer

1. Marketers cannot create measures with...

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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.

Question 15

A "metric" is a positive number.

Accepted Answer

A) True 
 B)False  False

Question 16

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

Accepted Answer

A) True 
 B)False  False

Question 17

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

Accepted Answer

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. D

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The first step in evaluation is:

Accepted Answer

A)   identifying business objectives.
B)   deciding on a campaign.
C)   measuring.
D)   calculating ROI.
E)   none of these.

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 13: Social Media Monitoring

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers find it easiest to track:

Correct AnswerverifiedShow Answer

Explain the difference between measurement and evaluation.

Correct AnswerverifiedMeasurement is the first step in the eva...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The Net Promoter Score:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Evaluation is important for measuring social media because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The process of data gathering is generally referred to as:

Correct AnswerverifiedShow Answer

The Net Promoter Score measures:

Correct AnswerverifiedShow Answer

Complete the following sentence, then explain the result: "Marketers cannot create measures with business value unless they first have: _____________.

Correct Answerverified1. Marketers cannot create measures with...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A "metric" is a positive number.

Correct AnswerverifiedFalse

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

Correct AnswerverifiedFalse

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

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

The first step in evaluation is:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Measurement is the first step in the eva...
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1. Marketers cannot create measures with...
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False

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False

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D

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