Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
38. The cost of software and hosting in the BVI equation is which of the following?
a. Substantially high.
b. Assumed to be zero.
c. Typically greater than the employee hourly wage of the blogger.
d. Typically a bit less than the employee hourly wage of the blogger.
e. Added on to the final BVI calculation.
39. Which of the following is NOT included in the BVI equation?
a. Employee hourly wage of the blogger.
b. Average advertising yield.
c. Average opportunity cost of the blogger.
d. Average daily hits.
e. Average numbers of hours spent per day blogging.
40. Which of the following represents the total number of people who have taken action on
the content in a feed?
a. Sales conversion.
b. Frequency.
c. Relative pull.
d. Reach.
e. Viewthrough.
41. Which type of tracking means that the tracking mechanisms are developed prior to
launching the activity or campaign?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Reverse.
b. Forward.
c. Opportunity.
d. Coincident.
e. Baseline.
42. Which of the following is the most accurate form of tracking?
a. Reverse.
b. Forward.
c. Opportunity.
d. Coincident.
e. Baseline.
43. Which type of tracking begins during the activity or campaign?
a. Reverse.
b. Forward.
c. Opportunity.
d. Coincident.
e. Baseline.
44. Which type of tracking is conducted after an activity or campaign has concluded?
a. Reverse.
b. Forward.
c. Opportunity.
d. Coincident.
e. Baseline.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
45. Which of the following only uses residual data?
a. Only forward tracking.
b. Only coincident tracking.
c. Only reverse tracking.
d. Both forward tracking and coincident tracking.
e. Both coincident tracking and reverse tracking.
46. Which form of tracking is exemplified by counting the number of pieces of content
uploaded to a microsite after the fact?
a. Reverse.
b. Forward.
c. Opportunity.
d. Coincident.
e. Baseline.
47. Which of the following allows a marketer to compare its performance on some dimension
to other things, such as how competitors are doing or how its own efforts fluctuate over time?
a. BVI.
b. ROI.
c. A baseline metric.
d. AEV.
e. A measurement map.
48. A content consumption metric is answered by which of the following questions?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Who is interacting with and utilising the brand-generated and consumer-generated content?
b. Who is adding to or changing your content by continuing the conversation with response
posts?
c. How many consumers have subscribed to branded content with RSS feeds?
d. What is the comment-to–post ratio?
e. Is the number of friends-to-brand profiles growing?
49. A content augmentation metric is answered by which of the following questions?
a. Who is interacting with and utilising the brand-generated and consumer-generated content?
b. Who is adding to or changing your content by continuing the conversation with response
posts?
c. How many consumers have subscribed to branded content with RSS feeds?
d. What is the comment-to–post ratio?
e. Is the number of friends-to-brand profiles growing?
50. A content loyalty metric is answered by which of the following questions?
a. Who is interacting with and utilising the brand-generated and consumer-generated content?
b. Who is adding to or changing your content by continuing the conversation with response
posts?
c. How many consumers have subscribed to branded content with RSS feeds?
d. What is the comment-to–post ratio?
e. Is the number of friends-to-brand profiles growing?
51. Which of the following refers to metrics that are tied to organisational objectives?
a. Variable metrics.
b. Social media ROI.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Key performance indicators.
d. Viewthroughs.
e. None of these.
52. Which of the following is the most commonly metric used by social media marketers?
a. Brand sentiment indicators.
b. Number of impressions per social media content.
c. Distance of viral spread.
d. Influence and buzz.
e. None of these.
53. Which of the following best defines the term ‘sales conversion’?
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.
54. Forrester Research encourages marketers to measure engagement and interpret it using
four dimensions. Which of the following is NOT a dimension of engagement?
a. Interviews.
b. Influence.
c. Involvement.
d. Interaction.
e. Intimacy.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
55. Which of the following best completes the sentence, ‘Historically, marketers have
addressed measurement from the perspective of ______ investments in ______ and the extent
to which those investments generated positive results.’?
a. customer; products
b. research; customers
c. company; products
d. company; customers
e. None of these
56. Which of the following best completes the sentence, ‘However, because social media are
largely customer driven, we may need to view measurement from the perspective of the
______ investments in the ______.’?
a. company’s; customer
b. company’s; product
c. customers’; product
d. customers’; company
e. None of these
57. Which of the following best completes the sentence, ‘______ metrics are important
because they are used to assess campaign effectiveness by tactic.’?
a. Activity
b. Sentiment
c. Interaction
d. Return
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
58. Which of the following best completes the sentence, ‘______ measures include the
number of followers and fans, comments, “likes,” recommendations and reviews and the
amount of shared content.’?
a. Activity
b. Sentiment
c. Interaction
d. Return
e. None of these
59. Which of the following best completes the sentence, ‘______ are essentially made up of
all the ways in which users can participate in a social media relationship with the brand.’?
a. Activities
b. Relationships
c. Interactions
d. Returns
e. None of these
60. Which of the following best completes the sentence, ‘______ metrics focus on the
outcomes (financial or otherwise) that directly or indirectly support the success of the
brand.’?
a. Activity
b. Sentiment
c. Interaction
d. Return
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
61. Which of the following questions is best answered by the measure ROI?
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 much income was generated from investments in the activities?
62. Which of the following best completes the sentence, ‘To calculate ______, the cost to
purchase a display ad on a site would be used to assign a dollar value to the impressions
achieved socially’?
a. social media equivalency
b. SMROI
c. ROI
d. advertising equivalency
e. None of these
63. Which of the following is true of advertising equivalency value (AEV)?
a. It is not truly a return-on-investment measure so much as it is a measure of effective
resource utilisation.
b. To calculate advertising equivalency, the cost to purchase a display ad on a site would be
used to assign a dollar value to the impressions achieved socially.
c. The return-on-earned media model uses AEV to equate publicity in news media outlets to
its paid advertising equivalent.
d. It is not truly a return-on-investment measure so much as it is a measure of effective
resource utilisation and to calculate advertising equivalency, the cost to purchase a display ad
on a site would be used to assign a dollar value to the impressions achieved socially.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. All of these
64. Which of the following should be used to assess the value generated from social media
activities?
a. ROI models.
b. Cost-efficiency estimates.
c. A/B testing.
d. ROI models and cost-efficiency estimates.
e. All of these.
65. What is the goal of A/B testing?
a. To determine what design choices trigger the best performance on the KPIs.
b. To compare the cost of different tactics.
c. To determine the time value of performing one action vs. another action.
d. To determine how well the brand addressed customer needs.
e. To gauge the successfulness of risk mitigation efforts.
66. What is the goal of cost-efficiency calculation?
a. To determine what design choices trigger the best performance on the KPIs.
b. To compare the cost of different tactics.
c. To determine the time value of performing one action vs. another action.
d. To determine how well the brand addressed customer needs.
e. To gauge the successfulness of risk mitigation efforts.
67. What is the goal of using opportunity cost as a key performance indicator?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. To determine what design choices trigger the best performance on the KPIs.
b. To compare the cost of different tactics.
c. To determine the time value of performing one action vs. another action.
d. To determine how well the brand addressed customer needs.
e. To gauge the successfulness of risk mitigation efforts.
68. What is the goal of measuring service quality as a key performance indicator?
a. To determine what design choices trigger the best performance on the KPIs.
b. To compare the cost of different tactics.
c. To determine the time value of performing one action vs. another action.
d. To determine how well the brand addressed customer needs.
e. To gauge the successfulness of risk mitigation efforts.
69. What is the goal of measuring message/crisis control as a key performance indicator?
a. To determine what design choices trigger the best performance on the KPIs.
b. To compare the cost of different tactics.
c. To determine the time value of performing one action vs. another action.
d. To determine how well the brand addressed customer needs.
e. To gauge the successfulness of risk mitigation efforts.
70. Which of the following is one of the most important design elements for paid advertising
in SNSs and can make a huge difference in ROI?
a. Initial clickthroughs.
b. AEV.
c. Call to action.
d. A/B testing.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. None of these.
71. Which step of the DATA process involves collecting and organising the data used to
determine results?
a. Define.
b. Assess.
c. Track.
d. Adjust.
e. None of these.
72. Which of the following best completes the sentence, ‘If the organisation has set SMART
objectives, ______ tracking should already be in place.’?
a. forward
b. coincident
c. reverse
d. indirect
e. None of these
73. Which of the following is an insight tool, built to provide intuitive navigation through the
KPIs and visualisation of data?
a. Assessment summary.
b. Social media performance dashboard.
c. KPI tracker.
d. Brand effectiveness model.
e. None of these.
74. Which of the following is a piece of metadata that tells a server the source of a website
visitor?
a. Cookie.
b. Linkbait.
c. Direct.
d. Referral.
e. None of these.
75. Which of the following is true of the term ‘dark social’?
a. It refers to web traffic that comes from outside sources that web analytics are not able to
track.
b. Most social content is shared via dark social channels.
c. Most social traffic is visible to analytics programs.
d. It refers to web traffic that comes from outside sources that web analytics are not able to
track and most social content is shared via dark social channels.
e. All of these.