MKT 1203_C11

Which method is explicitly used to compare the effectiveness of two social media tactics by testing variations?

• ROI calculation

• A/B testing

• Sentiment analysis

• Social listening

Many marketers view social media primarily as which of the following?

• A direct sales channel only

• A platform for brand–consumer relationships and engagement

• A tool for internal communication

• A replacement for email marketing

What condition must valuable social media metrics meet to be useful?

• They must be unique to each platform.

• They must match the campaign’s goals.

• They must be complicated to calculate.

• They must ignore brand relationships.

Given the objective to increase customer engagement on social media by 20% within six months, which KPI from the material best aligns with this objective?

• Total number of followers

• Average engagement rate per post

• Click-through rate on paid ads

• Number of posted stories

A post receives many comments and shares but was posted less frequently than others. What does this most strongly indicate?

• High activity levels by the brand

• Meaningful or valuable content to users, reflecting audience interest

• Ineffective content strategy

• Decreased organic visibility

Which reason best links interaction metrics to business goals?

• They increase the number of emails sent.

• They show which content types perform worst.

• Engagement is linked to brand awareness, loyalty, and eventually conversions.

• They reduce the need for any posting.

Which metric is most directly suited to evaluate how many people progressed from clicking to completing a purchase, based on the listed metrics?

• Brand sentiment

• Sales conversion rates

• Viral spread

• Number of fans, friends, followers

Which KPI is defined as the number of people exposed to a message?

• Frequency

• Reach

• Site stickiness

• Viewthroughs

In social media advertising, frequency most accurately refers to which of the following?

• Total number of clicks on an ad

• Average number of times someone is exposed to the message

• Percentage of visitors who purchase

• People who visit the website later without clicking

Clickthrough is best described as:

• People who see an ad and later visit the website without clicking

• Clicks that lead directly to purchases

• People who see an ad and click it

• The average number of times an individual sees an ad