Kim has been asked to create metrics for their social media campaign goals.  One key performance indicator (KPI) the team would like to measure is brand awareness growth. Which of the following metrics would measure this KPI?

• Campaign total likes – last year’s average campaign likes

• Campaign conversion rate – last year’s average conversion rate

• Campaign total revenue – last year’s average campaign revenue

• Campaign click through rates – last year’s average campaign click through rates

A furniture design company wants the social media team to mine social media data from the last three years. They are looking for patterns to inspire engineers on new product designs. What is the first step the team will take when they start mining?

• Collect raw social media data.

• Interpret and use social media data.

• 
  

  Look for patterns in social media data.

• Transform social media data.

Liam has been asked to use social media data to locate potential influencers. He is to present a recommendation to the leadership team. What is the best approach for Liam to begin with?

• Use data exploration strategies.

• Use standalone analytic tools.

• Apply the social balance theory.

• Visualize data through graphical networks.

Angie has been asked to calculate the return on investment (ROI) for the last social media campaign. Which formula will she use?

• (Campaign earnings – campaign costs)/campaign costs

• Total # of issues resolved/total # of issues

• Campaign costs/# of new followers

• Campaign costs/# of new leads

Peter is measuring how accurate the latest big-data dump is. Which of the following Vs of big data is he concerned with?

• Volume

• Variety

• Velocity

• Veracity

Henry and his team want to learn more about using big data to help create social media strategies. Which of the following is a known method for analyzing this type of data?

• Vs of big data

• Key performance indicators

• SWOT analysis

• Social analytics

A children's clothing store used social media last year to increase its brand awareness. The social media team looked at how many social media users clicked on a campaign post that took them to the website's landing page. They compared that number to the total number of visitors the landing page received. What are they calculating?

• Centrality

• Conversion rate

• 
  

  Volume

• 
  

  Structural equivalence

Noah has received raw unstructured data from the company’s social media sites. He has been asked to use this data to evaluate if social media is helping meet a business goal. What are the first two steps Noah must take with the data?

• Transform the data into a single useable format.

• 
  

  Create a subset of target data and scrub it.

• Evaluate the validity of the data.

• Apply algorithms to find helpful patterns in the data.

A company that makes speed boats is reviewing the metrics for their social media platform. They have calculated the followers growth rate. They are looking at the number of clicks, likes, shares and comments about the company overall. What is the company measuring?

• Conversion rate

• Brand awareness

• Customer retention

• Lead generation

Molly measures the conversion attribution for the social media team. This information is used to adjust future campaigns. There are three models that Molly can use in this process. Which one of the following describes one of those models?

• Applies algorithms to a small dataset to understand audience demographics.

• Attempts to understand a person’s journey through just the ecommerce process.

• Assigns all the credit for successful results to a single touchpoint.

• Uses data from comments to determine how favorable the post is perceived.