Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 11: Social media metrics
Multiple choice questions
1. Which of the following best defines the term ‘reach’?
a. The number of people exposed to the message.
b. The average number of times someone is exposed.
c. The ability to draw repeat visits and to keep people.
d. A comparison of how well different creative executions generate a response.
e. The number of people exposed to an online ad who actually select to see it.
2. Which of the following best defines the term ‘frequency’?
a. The number of people exposed to the message.
b. The average number of times someone is exposed.
c. The ability to draw repeat visits and to keep people.
d. A comparison of how well different creative executions generate a response.
e. The number of people exposed to an online ad who actually select to see it.
3. Which of the following best defines the term ‘stickiness’?
a. The number of people exposed to the message.
b. The average number of times someone is exposed.
c. The ability to draw repeat visits and to keep people.
d. A comparison of how well different creative executions generate a response.
e. The number of people exposed to an online ad who actually select to see it.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
4. Which of the following best defines the term ‘relative pull’?
a. The number of people exposed to the message.
b. The average number of times someone is exposed.
c. The ability to draw repeat visits and to keep people.
d. A comparison of how well different creative executions generate a response.
e. The number of people exposed to an online ad who actually select to see it.
5. Which of the following best defines the term ‘site stickiness’?
a. The ability of a site to draw repeat visits and to keep people on a site.
b. A comparison of how well different creative executions generate a response.
c. The number of people who later visit the brand’s website after a previous exposure to it.
d. The average number of times someone is exposed.
e. The number of people who click through who go on to purchase the product.
6. Which of the following best defines the term ‘viewthrough’?
a. The ability of a site to draw repeat visits and to keep people on a site.
b. A comparison of how well different creative executions generate a response.
c. The number of people who later visit the brand’s website after a previous exposure to it.
d. The average number of times someone is exposed.
e. The number of people who click through who go on to purchase the product.
7. What measure focuses on the outcomes that directly or indirectly support the success of
the brand?
a. Activity metrics.
b. Viewthroughs.
c. Return metrics.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Clickthroughs.
e. Interaction metrics.
8. Which of the following completes the sentence, ‘In order for ______ to be valuable, we
first must be sure the objectives they’re supposed to measure are well defined’?
a. key performance indicators.
b. sentiment indicators.
c. timelines.
d. viewthroughs.
e. measurement maps.
9. In order to provide useful feedback, measurements must include which of the following?
a. A context.
b. A timeline.
c. Support.
d. A viewthrough.
e. Sentiment.
10. The specific objectives we might identify can vary dramatically from brand to brand but
it’s likely they will include which of the following overarching issues?
a. Motivating some behaviour from the target audience.
b. Influencing brand knowledge and attitudes.
c. Accomplishing the first two objectives with fewer resources than might be required with
other methods.
d. Influence brand knowledge particularly among those who are likely to spread the message
to their own networks.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. All of these.
11. Which of the following is NOT a step in the DATA approach?
a. Assess the costs of the program and the potential value of the results.
b. Track the actual results and link those results to the program.
c. Define the results that the program is designed to promote.
d. Promote the program in various social media channels.
e. Adjust the program based on results to optimise future outcomes.
12. What does each letter stand for in the SMART framework of objectives?
a. Selective, manageable, appropriate, realistic and traceable.
b. Specific, measurable, appropriate, realistic and time-oriented.
c. Specific, measurable, approachable, realistic and time-oriented.
d. Specific, manageable, appropriate, realistic and traceable.
e. Selective, measurable, approachable, relative and time-oriented.
13. Which of the following are NOT commonly used social media metrics?
a. Brand liking.
b. Media mentions.
c. Engagement.
d. Practical.
e. Influence.
14. Which of the following terms refers to the specific standard of measurement used to
measure objectives?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Sentiment.
b. Viewthrough.
c. Timeline.
d. Context.
e. Metric.
15. Which of the following terms measures the actions an organisation takes relative to social
media?
a. Activity metrics.
b. Viewthroughs.
c. Return metrics.
d. Clickthroughs.
e. Interaction metrics.
16. Which of the following types of metrics is exemplified by tracking the number and
timing of blog posts, white papers, tweets, videos, comment responses and status updates?
a. Activity metrics.
b. Viewthroughs.
c. Return metrics.
d. Clickthroughs.
e. Interaction metrics.
17. For which of the following terms is the focus on how the target market engages with the
social media platform and activities?
a. Activity metrics.
b. Viewthroughs.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Return metrics.
d. Clickthroughs.
e. Interaction metrics.
18. Which of the following is best exemplified by tracking the number of followers and fans,
comments, likes, recommendations and reviews and the amount of shared content?
a. Activity metrics.
b. Viewthroughs.
c. Return metrics.
d. Clickthroughs.
e. Interaction metrics.
19. Using both forms provides the hard numbers that CFOs (chief financial officers) require
to fund investments in social media strategy while also valuing the soft benefits of social
media such as stories, buzz and image. This is an example of which of the following?
a. Activity metrics.
b. Viewthroughs.
c. Return metrics.
d. Clickthroughs.
e. Interaction metrics.
20. Which of the following best fits the return-on-investment measure?
a. Takes the gross revenue estimated minus the cost of the social media advertising program
divided by the cost of the program.
b. Employs statistical analysis to determine how sales trends shifted according to the timing
of the social media marketing.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Calculates the change in the probability of purchase based on the exposure.
d. Calculates the difference between the cost to purchase a display ad on a site and the cost of
the social media advertising program divided by the cost of the program.
e. Assigns a financial value to the resources we use to execute a strategy, measure financial
outcomes and calculate the ratio between inputs and outcomes.
21. Return-on-investment is a way companies gauge success and is a measure of which of the
following?
a. Engagement.
b. Awareness.
c. Liking.
d. Profitability.
e. Loyalty.
22. Which of the following questions is answered by the measure SMROI?
a. How much income did our investments in social media marketing generate?
b. What levels of engagement did our social media campaign create?
c. How many more social media users are now aware of our brand?
d. How many social media users ‘liked’ our website?
e. How many more loyal social media consumers do we now have?
23. Which of the following best describes the return-on-impressions model?
a. Demonstrates how many ‘opportunities to see’ for the target audience were generated by
the social media tactics.
b. Tracks coverage across media and in different markets against sales over time.
c. Relies upon survey data to assess the effectiveness of social media marketing.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Measures effective resource utilisation.
e. Captures how effective a company is at using capital to generate profits.
24. Which model is exemplified if we estimate that Dunkin’ Donuts earns $500,000 in gross
revenue due to its Twitter presence, at a cost of $100,000 in time investment, the ROI for the
microblogging activity is 400%?
a. The return-on-investment model.
b. The return-on-impressions model.
c. The return-on-social media impact model.
d. The return-on-target influence model.
e. The return-on-earned media model.
25. Which of the following best describes the return-on-social media impact model?
a. Takes the gross revenue estimated minus the cost of the social media advertising program
divided by the cost of the program.
b. Employs statistical analysis to determine how sales trends shifted according to the timing
of the social media marketing.
c. Calculates the change in the probability of purchase based on the exposure.
d. Calculates the difference between the cost to purchase a display ad on a site and the cost of
the social media advertising program divided by the cost of the program.
e. Assigns a financial value to the resources we use to execute a strategy, measure financial
outcomes and calculate the ratio between inputs and outcomes.
26. Which approach offers the greatest potential for social media marketers, because it can
include lagged measurements that control for time order of events taking place online?
a. The return-on-investment model.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. The return-of-impressions model.
c. The return-on-social media impact model.
d. The return-on-target influence model.
e. The return-on-earned media model.
27. Sales are also tracked at the same intervals, and then statistical analysis is used to
determine how sales trends shifted according to the timing of the social media marketing is
which of the following?
a. The return-on-investment model.
b. The return-of-impressions model.
c. The return-on-social media impact model.
d. The return-on-target influence model.
e. The return-on-earned media model.
28. Which of the following models relies upon survey data to assess the effectiveness of
social media marketing?
a. Return-on-investment model.
b. Return-of-impressions model.
c. Return-on-social media impact model.
d. Return-on-target influence model.
e. Return-on-earned media model.
29. Which of the following descriptions best fits the return-on-target influence model?
a. Takes the gross revenue estimated minus the cost of the social media advertising program
divided by the cost of the program.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. Employs statistical analysis to determine how sales trends shifted according to the timing
of the social media marketing.
c. Calculates the change in the probability of purchase based on the exposure.
d. Calculates the difference between the cost to purchase a display ad on a site and the cost of
the social media advertising program divided by the cost of the program.
e. Assigns a financial value to the resources we use to execute a strategy, measure financial
outcomes and calculate the ratio between inputs and outcomes.
30. Which if the following best describes the return-on-earned media model?
a. Demonstrates how many ‘opportunities to see’ for the target audience were generated by
the social media tactics.
b. Tracks coverage across media and in different markets against sales over time.
c. Relies upon survey data to assess the effectiveness of social media marketing.
d. Measures effective resource utilisation.
e. Captures how effective a company is at using capital to generate profits.
31. Which of the following is a metric used primarily to equate publicity in news media
outlets to its paid advertising equivalent and is an approach used by the return-on-earned
media model?
a. ROI.
b. AEV.
c. BVI.
d. KPI.
e. SMROI.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
32. If the cost of a display ad on Pinterest is $50,000 but it cost $5,000 in time for its
development and maintenance, the incremental gain is $45,000. The gain divided by the cost
of the program expressed as a percentage reveals a ROI of 900%. This is an example of
which of the following?
a. The return-on-investment model.
b. The return-of-impressions model.
c. The return-on-social media impact model.
d. The return-on-target influence model.
e. The return-on-earned media model.
33. The concept of opportunity cost is best explained by which of the following questions?
a. What else could employees or volunteers have done if they weren’t spending time
contributing to the brand’s social media activity?
b. How fast should companies respond to crisis situations in social media?
c. How risky is it for a company to allow the sharing of a brand message beyond the
company’s discretion?
d. Should a company allow manipulation of their message beyond the company’s discretion?
e. Should a company allow negative tweets about them on their Twitter company account?
34. The concept of opportunity cost is represented in which of the following questions?
a. What’s the time value of the person tasked with creating content for the corporate blog?
b. How fast should companies respond to crisis situations in social media?
c. How risky is it for a company to allow the sharing of a brand message beyond the
company’s discretion?
d. Should a company allow manipulation of their message beyond the company’s discretion?
e. Should a company allow negative tweets about them on their Twitter company account?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
35. The cost of message control is best represented by which of the following questions?
a. What’s the time value of the person tasked with creating content for the corporate blog?
b. What else could employees or volunteers have done if they weren’t spending time
contributing to the brand’s social media activity?
c. Should employees be posting responses to irritated customers on Facebook when, without
these tasks, they could have spent time on other revenue-generated tasks?
d. How fast should companies respond to crisis situations in social media?
e. Should a company allow negative tweets about them on their Twitter company account?
36. The cost of message control is represented in which of the following questions?
a. What’s the time value of the person tasked with creating content for the corporate blog?
b. What else could employees or volunteers have done if they weren’t spending time
contributing to the brand’s social media activity?
c. Should employees be posting responses to irritated customers on Facebook when, without
these tasks, they could have spent time on other revenue-generated tasks?
d. How fast should companies respond to crisis situations in social media?
e. Should a company set their Facebook walls to ‘Brand only’ posts so that contributions
from others are hidden to visitors?
37. Which of the following is true?
a. If the BVI is greater than 1, the blog brings a profit.
b. If the BVI is greater than 1, the blog costs money.
c. If the BVI is under 1, the blog costs money.
d. If the BVI is equal to 1, the blog costs money.
e. Both if the BVI is greater than 1, the blog brings a profit and if the BVI is under 1, the blog
costs money.