Question 1

What is one disadvantage of free social media monitoring tools?

Accepted Answer

A)   They do not have the ability to synchronize with paid platforms
B)   They provide a lot of information that can be overwhelming
C)   They are not effective at listening to social media
D)   They are less effective at qualitative metrics
E)   It is harder to measure specific KPIs with free tools

Question 2

Sentiment analysis

Accepted Answer

A)   Is the use of data to identify social media influencers
B)   Must be tracked over time in combination with other measurements to provide useful data
C)   Is the 'Holy Grail' of qualitative metrics
D)   Is actually a quantitative measurement
E)   Does not need to be tied to KPIs

Question 3

What is one of the biggest challenges marketers face when developing a tracking plan?

Accepted Answer

A)   Selecting target-rich platforms
B)   Identifying relevant keywords that will retrieve useful data
C)   Choosing focus areas.
D)   Knowing when and how to widen or restrict the search
E)   Knowing when to adjust the search

Question 4

A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.

Accepted Answer

A) True 
 B)False

Question 5

It is important to identify quantitative KPIs based on social media marketing goals.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Accepted Answer

A) True 
 B)False

Question 8

Explain the four steps for measuring social media.

Accepted Answer

1.Define a company's qualitative and qua...

Question 9

The text indicates that ____ is a KPI for fostering dialogue.

Accepted Answer

A)   Audience engagement
B)   Sentiment ratio
C)   Advocacy impact
D)   Satisfaction score
E)   Advocate influence

Question 10

According to the text,most marketers spend how much a month on social media monitoring tools?

Accepted Answer

A)   $0-50
B)   Less than $100
C)   $100-$500
D)   $500-$5,000
E)   $5,000 and up B

Question 11

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

Accepted Answer

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.

Question 12

Social media monitoring has evolved from a more passive approach to active interaction with consumers.

Accepted Answer

A) True 
 B)False

Question 13

What must a brand do in order to make quantitative social media metrics useful?

Accepted Answer

A)   It must identify the type of measurement to be used.
B)   It must tie each metric to a specific marketing goal.
C)   It must assign a marketer to track the metric.
D)   It needs to have its benchmarks in place.
E)   It needs to tie each metric to a financial value. B

Question 14

The first step in tracking social media is to select those social platforms where the target audience participates.

Accepted Answer

A) True 
 B)False

Question 15

What is social media measurement?

Accepted Answer

A)   Qualitative and quantitative data found online
B)   The analytics provided by Facebook and YouTube
C)   The act of monitoring social media programs
D)   Those KPIs used by a brand to evaluate its social media strategy
E)   The measurement of the volume of content and sentiment of a brand on the social web.

Question 16

A benchmark or baseline measurement is important because

Accepted Answer

A)   It helps a brand select KPIs
B)   It acts as a starting point and standard to compare progress of strategies
C)   It is part of calculation of Net Promoter Score
D)   It is the basis for measuring ROI
E)   It is an important part of social media monitoring

Question 17

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 18

Explain the difference between measurement and evaluation.

Accepted Answer

Evaluation is the act of gaining meaning...

Question 19

What did the early adopters of social media monitoring use it for?

Accepted Answer

A)   To keep track of a brand's reputation online
B)   To evaluate qualitative KPIs
C)   To measure the effectiveness of social media programs
D)   To monitor it for negative comments about a brand
E)   To measure the ROI of social media D

Question 20

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

Exam 14: Social Media Monitoring

What is one disadvantage of free social media monitoring tools?

Correct AnswerverifiedShow Answer

Sentiment analysis

Correct AnswerverifiedShow Answer

What is one of the biggest challenges marketers face when developing a tracking plan?

Correct AnswerverifiedShow Answer

A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.

Correct AnswerverifiedShow Answer

It is important to identify quantitative KPIs based on social media marketing goals.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain the four steps for measuring social media.

Correct Answerverified1.Define a company's qualitative and qua...View AnswerShow Answer

The text indicates that ____ is a KPI for fostering dialogue.

Correct AnswerverifiedShow Answer

According to the text,most marketers spend how much a month on social media monitoring tools?

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

Social media monitoring has evolved from a more passive approach to active interaction with consumers.

Correct AnswerverifiedShow Answer

What must a brand do in order to make quantitative social media metrics useful?

Correct AnswerverifiedB

The first step in tracking social media is to select those social platforms where the target audience participates.

Correct AnswerverifiedShow Answer

What is social media measurement?

Correct AnswerverifiedShow Answer

A benchmark or baseline measurement is important because

Correct AnswerverifiedShow Answer

Evaluation is important for measuring social media because

Correct AnswerverifiedShow Answer

Explain the difference between measurement and evaluation.

Correct AnswerverifiedEvaluation is the act of gaining meaning...View AnswerShow Answer

What did the early adopters of social media monitoring use it for?

Correct AnswerverifiedD

The Net Promoter Score

Correct AnswerverifiedShow Answer

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1.Define a company's qualitative and qua...
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B

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B

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Evaluation is the act of gaining meaning...
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D

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