Social Media - Lesson 9 Quiz

A large company wants to analyze data from their social media platforms. The social media team collected all comments from the social media platforms. What type of data are comments?

• unstructured data

• structured data

• big data

• semi-structured data

Marc is preparing an executive report on the data analysis results from the last social media campaign. The main strategy applied to the data used statistics and predictive modeling. As a result, he plans on using graphs and charts in his report. What is the strategy that Marc is referring to?

• Decision science

• Social analytics

• Performance management

• Data exploration

Monica has been asked to calculate the social media return on investment (ROI) for the last two campaigns. Which of the following formulas will she use?

• Social media ROI (Cost) = (Return – Gain)/Costs

• Social media ROI (Return) = (Gain – Costs)/Costs

• Social media ROI (Gain) = (Return   Costs)/Costs

• Social media ROI (Gain) = (Return – Costs)/Costs

Lance is creating brand awareness metrics. Which of the following could he use?

• Referral traffic to the online store

• Total revenue generated

• Engagement rates

• Conversation reach

Martha is the social media analyst for the team. She uses the performance management method in her data analysis. She just reviewed the semi-structured data from the last two campaigns. She recommends in her report that consistent hash tags be used in future campaigns. Why is this important?

• The data storage requirements will be smaller and portable to a USB drive.

• The decision science method can also be used in future analysis.

• The data can be merged to a webpage by matching hashtags to HTML tags.

• The queries used on the semi-structured data will be more accurate.

Sally is an intern working for the social media team. In the morning status meeting the team set a goal to develop key performance indicators (KPIs) by the end of the week. Sally is confused about what KPIs are. Which of the following provides an accurate explanation?

• They are used by sales to create leads from social media data.

• They are graphical representations or charts to show the key business objectives.

• They are descriptive paragraphs that display how the change in sentiment.

• They measure and evaluate if the business is achieving key business objectives.

Rick is calculating the number of shares from the current social media campaign. What part of the social media funnel will this data measure?

• Customer awareness

• Customer satisfaction

• Customer aquisition

• Customer consideration

Matt will be spending the week working on data from the social media campaign. His boss asked him to remove inconsistencies from the data set to improve the data quality. What is this process often called?

• Compiling

• Mining

• Scrubbing

• Structuring

The social media team is reviewing data from last year’s social media campaigns. They notice that there is not much diversity in the data. They are concerned that this will misrepresent the results. Which big data dimension is being questioned?

• Veracity

• Volume

• Variety

• Velocity

The data from the social media campaign has been scrubbed. The social media team is now sifting through the data and removing irrelevant values from the target data set. What is this referred to as?

• Value selection

• Discretization

• Sampling

• Value transformation