Chapter 13: Measurement, Evaluation, Budget, and Calendar Considerations for Social Media

Test Bank

Multiple Choice

1. ______ focus on what you want to accomplish during the course of a social media plan

A. Outputs

B. Outtakes

C. Inputs

D. Outcomes

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Knowledge

Answer Location: Understanding the AMEC Framework

Difficulty Level: Easy

2. Cersei is exploring her takeover of the social media world with her new agency, Lannister Solutions. She is in the midst of constructing her measurement plan, and she wants to explore how effective her content has been in her campaign. She has been collecting information like likes, comments, and engagement metrics. What is she focusing on?

A. outputs

B. outcomes

C. activities

D. inputs

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Application

Answer Location: Understanding the AMEC Framework

Difficulty Level: Medium

3. Steve Rogers wants to measure the overall reputation and improved practices of his Avengers team on social media. What metric should Steve be evaluating on?

A. impact

B. inputs

C. outcomes

D. outputs

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Application

Answer Location: Understanding the AMEC Framework

Difficulty Level: Medium

4. ______ are metrics that are looking at the effects of content and messages from the audience, like reactions, feedback, and actions taken by the audiences.

A. Outcomes

B. Outputs

C. Impact

D. Activities

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Knowledge

Answer Location: Understanding the AMEC Framework

Difficulty Level: Easy

5. By having an effective measurement strategy, social media professionals will be able to ______.

A. create pretty visuals for their bosses

B. be able to make each post count and be more effective in coordinating team efforts

C. have the power to save their jobs

D. make sure their influence score stays consistent

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Knowledge

Answer Location: Importance of Having a Measurement Strategy

Difficulty Level: Easy

6. ______ outcomes focus on measuring the response to the content.

A. Attitudinal

B. Strategic

C. Behavioral

D. Conative

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Comprehension

Answer Location: Outcomes

Difficulty Level: Medium

7. Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate?

A. He is trying to evaluate the effectiveness of the Red M&M character in the post.

B. He is trying to evaluate the attitudinal outcomes of audience members to the M&M’s post.

C. He is trying to evaluate the conative outcomes of the audience members to the M&M’s post.

D. He is trying to measure the influence of who is driving the traffic to this post for M&Ms.

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Application

Answer Location: Outcomes

Difficulty Level: Medium

8. Laura is interested in finding out more about Australian Shepherds since she is looking to get one for her family. She searches on Facebook and sees a sponsored post from the American Kennel Club providing information about Australian Shepherds. It provides information about the breed and has a list of resources and frequently asked questions. If the American Kennel Club was evaluating this, what type of outcome would they be focusing on?

A. outputs

B. cognitive

C. attitudinal

D. conative

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Application

Answer Location: Outcomes

Difficulty Level: Medium

9. What are some areas that need to be invested in for a social media budget?

A. tools

B. people and consulting fees

C. tools and people

D. tools, people, consulting fees, and research

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Comprehension

Answer Location: Areas to Invest in Your Budget

Difficulty Level: Medium

10. The cost for the advertiser to the publisher when an ad is clicked is called ______.

A. cost per point

B. cost per click

C. cost per thousand

D. click through rates

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Knowledge

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Easy

11. ______ is more aligned with conative outcomes since it focuses on providing a specific action that needs to be taken by the user online.

A. CPC

B. CTR

C. CPM

D. CPP

Learning Objective: 13-3: Describe the various techniques, metrics, and tools used for social media measurement and evaluation.

Cognitive Domain: Comprehension

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Medium

12. What is cost per engagement?

A. It focuses on the level of influence a user has that has interacted with the content.

B. It focuses on how much people have reacted to the piece of content.

C. It focuses on the level of viral activity a campaign has had over time.

D. It focuses on the creativity of the content on a specific platform and compares it to other platforms used in a campaign.

Learning Objective: 13-3: Describe the various techniques, metrics, and tools used for social media measurement and evaluation.

Cognitive Domain: Comprehension

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Medium

13. Which metrics are aligned with cognitive outcomes?

A. Cpc + CPI

B. Cpi +CPA

C. Cpe + CPC

D. Cpe + CPA

Learning Objective: 13-3: Describe the various techniques, metrics, and tools used for social media measurement and evaluation.

Cognitive Domain: Comprehension

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Medium

14. Which type of outcomes focuses on audience analysis according to the AMEC framework?

A. inputs

B. activities

C. outtakes

D. outputs

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Comprehension

Answer Location: Importance of Measurement and Evaluation in Social Media

Difficulty Level: Medium

15. The PESO model is often referred to when it comes to measuring ______.

A. outtakes

B. outputs

C. inputs

D. activities

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Comprehension

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Medium

True/False

1. Measurement and evaluation are optional components for a social media plan.

Learning Objective: 13-1: Define what measurement and evaluation are for social media campaigns.

Cognitive Domain: Knowledge

Answer Location: What Is Measurement and Evaluation?

Difficulty Level: Easy

2. Measurement is more than just collecting data and analyzing it--there has to be a measurement strategy for how to use the data effectively for the brand.

Learning Objective: 13-1: Define what measurement and evaluation are for social media campaigns.

Cognitive Domain: Comprehension

Answer Location: What Is Measurement and Evaluation?

Difficulty Level: Medium

3. Budgets operate like guidelines for a social media plan. There is wiggle room to spend since it’s for online purposes.

Learning Objective: 13-4: Identify best practices and tips for conducting effective measurement and evaluation practices for social media.

Cognitive Domain: Knowledge

Answer Location: Further Considerations for Measurement, Evaluation, and Budget

Difficulty Level: Easy

4. When you are implementing a measurement strategy, you want to make sure you are using jargon to make sure your budget and activities get approved.

Learning Objective: 13-1: Define what measurement and evaluation are for social media campaigns.

Cognitive Domain: Knowledge

Answer Location: Further Considerations for Measurement, Evaluation, and Budget Difficulty Level: Easy

5. It is important for social media professionals to learn from insights and adjust when needed for their social media efforts.

Learning Objective: 13-1: Define what measurement and evaluation are for social media campaigns.

Cognitive Domain: Knowledge

Answer Location: Further Considerations for Measurement, Evaluation, and Budget Difficulty Level: Easy

Short Answer

1. Discuss what the AMEC Framework stands for.

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Analysis

Answer Location: Understanding the AMEC Framework

Difficulty Level: Medium

2. Why is measurement and evaluation important?

Learning Objective: 13-1: Define what measurement and evaluation are for social media campaigns.

Cognitive Domain: Analysis

Answer Location: What Is Measurement and Evaluation?

Difficulty Level: Hard

3. What are two areas that need to be invested in for the budget?

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Analysis

Answer Location: Areas to Invest in Your Budget

Difficulty Level: Medium

4. Outline two questions you want to ask yourself when it comes to evaluating the measurement section of a campaign.

Learning Objective: 13-4: Identify best practices and tips for conducting effective measurement and evaluation practices for social media.

Cognitive Domain: Analysis

Answer Location: Importance of Having a Measurement Strategy

Difficulty Level: Hard

5. How can a measurement strategy be integrated into a campaign?

Learning Objective: 13-4: Identify best practices and tips for conducting effective measurement and evaluation practices for social media.

Cognitive Domain: Analysis

Answer Location: Importance of Having a Measurement Strategy

Difficulty Level: Hard

Essay

1. What are the best practices for effectively measuring social media? Outline the key best practices and why they are significant for social media practices today.

Learning Objective: 13-4: Identify best practices and tips for conducting effective measurement and evaluation practices for social media.

Cognitive Domain: Analysis

Answer Location: Understanding the AMEC Framework

Difficulty Level: Hard

2. You are working as part of the PGA team for the Master’s and your boss says that measurement is extra but not required to report to the senior management. They are focused on providing information for their fan base, but they are seeing a decline in engagement and actions by their userbase. However, you feel this needs to be addressed, especially with the sponsors. Outline your rationale for why measurement is a key component and what would be some proposed metrics that would be important for the PGA to evaluate.

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Application

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Hard

3. You are working with Sephora on a measurement strategy, and you want to make sure you are able to provide a strong rationale for the brand on why measurement is just as important as having great content. Discuss these reasons and benefits for measurement, and how this could help Sephora with their social media efforts.

Learning Objective: 13-2: Explain the main components of social media measurement outlined by AMEC.

Cognitive Domain: Application

Answer Location: Understanding the AMEC Framework

Difficulty Level: Hard

4. You are presenting at a conference, and you are asked a question about the different metrics associated with CPC, CPE, and CPC. Discuss what each of these are and their significance to measurement and evaluation. Highlight a few examples of how these can be measured.

Learning Objective: 13-3: Describe the various techniques, metrics and tools used for social media measurement and evaluation.

Cognitive Domain: Analysis

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Hard

5. You are in the final running for an internship with Tagboard in Seattle. They want you to create a campaign for them to attract local high schools with their services in the area. They give you a budget of $10,000 to do this. Outline the outcomes you would want to focus on and discuss what would be the necessary tools you would want to invest in for this initiative.

Learning Objective: 13-4: Identify best practices and tips for conducting effective measurement and evaluation practices for social media.

Cognitive Domain: Application

Answer Location: Metrics to Consider for Budgets on Social Media

Difficulty Level: Hard