Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 10: Measurement, Evaluation, Budget and Calendar
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
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
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
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
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
B. Outputs
C. Impact
D. Activities
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
6. ______ outcomes focus on measuring the response to the content.
A. Attitudinal
B. Strategic
C. Behavioral
D. Conative
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.
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
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
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
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
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.
13. Which metrics are aligned with cognitive outcomes?
A. CPC + CPM
B. CPM +CPA
C. CPE + CPC
D. CPE + CPA
14. Which type of outcomes focuses on audience analysis according to the AMEC
framework?
A. inputs
B. activities
C. outtakes
D. outputs
15. The PESO model is often referred to when it comes to measuring ______.
A. outtakes
B. outputs
C. inputs
D. activities
1. Measurement and evaluation are optional components for a social media plan.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
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.
3. Budgets operate like guidelines for a social media plan. There is wiggle room to
spend since it’s for online purposes.
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.
5. It is important for social media professionals to learn from insights and adjust when
needed for their social media efforts.
Short Answer
1. Discuss what the AMEC Framework stands for.
2. Why is measurement and evaluation important?
3. What are two areas that need to be invested in for the budget?
4. Outline two questions you want to ask yourself when it comes to evaluating the
measurement section of a campaign.
5. How can a measurement strategy be integrated into a campaign?
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.
Ans: Varies.
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.
Ans: Varies.
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.
Ans: Varies.
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.
Ans: Varies.
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
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
want to focus on, and discuss what would be the necessary tools you would want to
invest in for this initiative.
Ans: Varies.