Chapter 6: Research in Social Media: Monitoring, Listening, and Analysis

Test Bank

Multiple Choice

1. Data collected by the social media professional are called ______.

A. updates

B. metrics

C. information

D. research

Learning Objective: 6-1: Discuss the importance of research in social media practices.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. Identifying followers on given social media platforms gives the social media professional what types of benefits?

A. They get the sense of their vanity metrics.

B. They get a snapshot of their potential audience members.

C. They are the must have audience members to target for a campaign.

D. They are real followers and bots that engage with your content.

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Comprehension

Answer Location: Importance of Research for Social Media and Strategic Communication

Difficulty Level: Medium

3. ______ focuses on observing people’s feedback and evaluating the sentiment and patterns for a social media manager.

A. Listening

B. Monitoring

C. Analytics

D. Strategy

Learning Objective: 6-2: Define social listening and social monitoring

Cognitive Domain: Comprehension

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Medium

4. ______ provides metrics like mentions and trends along with using data insights to tie into strategic plans.

A. Listening

B. Monitoring

C. Analytics

D. Strategy

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Comprehension

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Medium

5. The main difference between monitoring and listening is ______.

A. time frame

B. tools

C. content

D. platform

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Comprehension

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Medium

6. One of the benefits of listening and monitoring is that it can help with analyzing and measuring ______.

A. positive key trends only

B. negative key trends only

C. both positive and negative key trends

D. the initial number of followers

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Comprehension

Answer Location: Benefits of Monitoring and Listening

Difficulty Level: Medium

7. ______ metrics can be collected easily from the social media platform or separate service.

A. Basic

B. Advanced

C. Channel

D. Behavioral

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Knowledge

Answer Location: Types of Metrics

Difficulty Level: Easy

8. Landon is analyzing the reports for her latest project with The Breeder’s Cup, she is looking into the attitudes, behaviors, and opinions of their audience members. What type of metrics is she looking for?

A. basic

B. advanced

C. channel

D. behavioral

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Application

Answer Location: Types of Metrics

Difficulty Level: Medium

9. Twitter Analytics are accessible to everyone, and there are some metrics that are specific to each platform (e.g., RTs.). What type of metrics are these?

A. basic

B. advanced

C. channel

D. behavioral

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Knowledge

Answer Location: Types of Metrics

Difficulty Level: Easy

10. The most complicated form of ______ metrics focuses on exploring the actions audience members take on social media.

A. basic

B. advanced

C. channel

D. behavioral

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Comprehension

Answer Location: Types of Metrics

Difficulty Level: Medium

11. When evaluating third party tools, it is important that ______.

A. you start fresh and not worry about what metrics they are already using

B. you can wing the payment model for them. It’s all customizable

C. you have to know what data they are able to collect and report on

D. you need to see if they are offering any training, but it is not required

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Comprehension

Answer Location: Implementing a Monitoring and Listening Plan

Difficulty Level: Medium

12. What is an example of a basic metric for Facebook?

A. impact

B. engagement

C. community health

D. reactions

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Application

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Medium

13. Klear is a tool that measures influence on which platform?

A. Facebook

B. Instagram

C. Youtube

D. Snapchat

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Application

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Medium

14. A common metric that is used to evaluate whether the amount of time and financial support given to a campaign has accomplished its goals is referred to as ______.

A. return on influence

B. return on relationships

C. return on investment

D. return on engagement

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Knowledge

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Easy

15. Wade is working on creating a collection of information for his Deadpool movie campaign. He is evaluating the data to see what trends can be tied to the overall efforts of the campaign and how Deadpool is being received online. What is Wade doing?

A. He is doing a strategic analysis.

B. He is doing a social listening analysis.

C. He is doing a social monitoring analysis.

D. He is doing a data analysis.

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Application

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Medium

16. Sabrina is a recent graduate of the University of Tennessee. She is interested in pursuing a career in social media, but she feels she needs some additional training. What certification should she explore for monitoring if she wants to be able to cover multiple platforms?

A. Stukent

B. Facebook blueprint

C. Hootsuite

D. Microsoft

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Application

Answer Location: Dos and Don’ts in Social Media Research and Analysis

Difficulty Level: Medium

True/False

1. Research in many ways is one of the most challenging yet demanding functions in social media.

Learning Objective: 6-1: Discuss the importance of research in social media practices.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. Tools and services that can be used to evaluate Instagram only involve channel metrics.

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Comprehension

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Medium

3. Delmondo is a tool that only monitors Facebook data.

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Comprehension

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Medium

Short Answer

1. What is the definition of research?

Learning Objective: 6-1: Discuss the importance of research in social media practices.

Cognitive Domain: Analysis

Answer Location: Importance of Research for Social Media and Strategic Communication

Difficulty Level: Medium

2. Why is having a listening and monitoring platform key for social media professionals?

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Analysis

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Hard

3. What is a KPI?

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Analysis

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Medium

4. Why is it important to tie in listening and monitoring to objectives?

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Analysis

Answer Location: What Are the Differences Between Monitoring and Listening in Social Media?

Difficulty Level: Hard

5. What are the qualifications a social media professional needs to have to be on a monitoring or listening team?

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Analysis

Answer Location: Implementing a Monitoring and Listening Plan

Difficulty Level: Hard

Essay

1. Discuss three metrics that are unique to Snapchat, and why are they important for the overall strategy and understanding of this particular platform? If you were to propose using Snapchat, what metrics and tools would you use?

A. total snaps opened

B. average views of snaps

C. snaps sent

While these metrics are specific here for Snapchat, there are others that can be collected and analyzed through third party tools like Delmondo. This will all depend on the overall budget and focus for listening and monitoring for a brand.

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Application

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Hard

2. Describe two points of how strategy is connected to listening and monitoring

Learning Objective: 6-2: Define social listening and social monitoring.

Cognitive Domain: Analysis

Answer Location: What Is the Bridge Between Monitoring and Listening?

Difficulty Level: Hard

3. You are entering a client meeting and your boss says, “Monitoring is too expensive, we need to get rid of this.” What is your response?

Learning Objective: 6-3: Explain the connections between listening and monitoring in social media.

Cognitive Domain: Application

Answer Location: Benefits of Monitoring and Listening

Difficulty Level: Hard

4. What are three questions you would want to address when reviewing third party tools?

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Analysis

Answer Location: Platform-Based Metrics, Tools and Services, and KPIs

Difficulty Level: Medium

5. You walk into the room and you have to pitch to the team from Nike. They are wanting to expand their Instagram presence and drive sales to their shoe line with Justin Timberlake, but they are not sure what additional metrics they need to have here. Provide your rationale for (1) metrics you would recommend them exploring and (2) how they can apply these insights.

Learning Objective: 6-4: Identify the key categories of metrics (basic, advanced, channel, and behavioral).

Cognitive Domain: Application

Answer Location: Tying Everything Together With Analysis

Difficulty Level: Hard