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
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.
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
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
5. The main difference between monitoring and listening is ______.
A. time frame
B. tools
C. content
D. platform
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
7. ______ metrics can be collected easily from the social media platform or separate
service.
A. Basic
B. Advanced
C. Channel
D. Behavioral
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
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
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
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
12. What is an example of a basic metric for Facebook?
A. impact
B. engagement
C. community health
D. reactions
13. Klear is a tool that measures influence on which platform?
A. Facebook
B. Instagram
C. Youtube
D. Snapchat
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
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.
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
True/False
1. Research in many ways is one of the most challenging yet demanding functions in
social media.
2. Tools and services that can be used to evaluate Instagram only involve channel
metrics.
3. Delmondo is a tool that only monitors Facebook data.
Short Answer
1. What is the definition of research?
2. Why is having a listening and monitoring platform key for social media professionals?
3. What is a KPI?
4. Why is it important to tie in listening and monitoring to objectives?
5. What are the qualifications a social media professional needs to have to be on a
monitoring or listening team?
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?
2. Describe two points of how strategy is connected to listening and monitoring
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?
4. What are three questions you would want to address when reviewing third party
tools?
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.