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The Association for Measurement and Evaluation of Communication (AMEC) developed an Integrated Evaluation Framework that is widely adopted by marketers and communicators. One area of evaluation is out-takes. Which of the following best defines an out-take? Select the correct answer.

 

• Research conducted, and any other activities. E.g., researching brand awareness to set the benchmark to measure against post-campaign
• Impact of the communications on the target audience. E.g., did brand awareness increase or was brand sentiment affected?
• Action taken by the target audience. E.g., did your audience respond, reshare, or react to your post?
• Impact of the campaign. E.g., an increase in sales, policy change, or maximum achievement of donations for a specific project.

 

For campaign purposes, analyzing social data in isolation will mean your insights lack the context of wider marketing activities. Which of the following is an example of an advanced analytic technique you could employ to get a complete picture of how social media contributes to broader marketing goals? Select the correct answer.

 

• Analyzing all customer-related data—social media data, marketing automation data, CRM data, customer service data, etc.
• Combining social data with CRM data from platforms like Salesforce or Microsoft Dynamics
• Measuring how social media influenced sales pipeline and revenue generation by examining where and when the prospect engaged
• Integrating social media management platforms with marketing automation platforms and web data from platforms

 

Social marketers have valuable metrics to track their progress over time at each stage of their audience’s journey across paid, owned, and earned media (POEM). Which of the following are examples of key metrics used to track the influence of your owned media? Select the correct answers.

 

• Sentiment
• Audience growth rate
• Cost per click (CPC)
• Shares

 

A campaign timeline lets you view the entire chronology of your social media campaign plan over a set timeframe, from start to finish. It can help your team stay organized and meet key campaign deadlines. How should you begin to build your campaign timeline? Select the correct answer.

 

• Evaluate typical effort required to produce content assets with your team
• Consider main deliverable due dates and build a workback schedule
• Estimate timelines based on past social media campaign milestones
• Work off the shortest potential time frame, you can extend as needed

 

The privacy and security settings of your social media accounts can help you address cybersecurity vulnerabilities. Which of the following are password best practices that can help keep your accounts safe from threats? Select the correct answers.

 

• Encourage your team to use the admin login only when necessary
• Set up log-in alerts when an unrecognized user has logged in
• Create a shared, password protected document for social passwords
• Use a password manager to suggest new, secure passwords regularly

 

Access and Identity Management, is a cyber security best practice concerned with who can access your organization’s social media accounts. According to this best practice, who should be granted admin access to your accounts? Select the correct answer.

 

• The leadership team of your organization alone
• A select few who need access to do their job
• Anyone who publishes and engages through your channels
• Everyone with access to the master password