PCM Social Media Marketing 3 — Questions and Answers
Question 1: When calculating social media ROI, which formula is correct?
- (Revenue / Followers) x 100
- ((Revenue - Cost) / Cost) x 100 (Correct answer)
- Engagement / Reach x 100
- (Clicks / Impressions) x 100
Correct answer: ((Revenue - Cost) / Cost) x 100
ROI is calculated as net profit (revenue minus cost) divided by cost, multiplied by 100 to express it as a percentage.
Question 2: A B2B company wants to generate leads using social media. Which platform is generally most effective?
- TikTok
- Snapchat
- LinkedIn (Correct answer)
Correct answer: LinkedIn
LinkedIn is the leading professional network and consistently outperforms other platforms for B2B lead generation due to its business-focused user base.
Question 3: What is 'social listening' in the context of social media marketing?
- Monitoring competitor ad budgets
- Tracking brand mentions and industry conversations to gather insights (Correct answer)
- Scheduling posts at optimal times
- Measuring follower growth rate
Correct answer: Tracking brand mentions and industry conversations to gather insights
Social listening involves monitoring online conversations about a brand, competitors, and industry topics to inform marketing strategy.
Question 4: Which social media metric directly indicates how many unique users saw a piece of content?
- Impressions
- Reach (Correct answer)
- Frequency
- Views
Correct answer: Reach
Reach counts unique individuals who saw content, while impressions count total views including repeat views by the same user.
Question 5: A brand discovers a negative viral post about its product. What is the recommended first response?
- Ignore it until it fades
- Immediately delete the brand's social accounts temporarily
- Acknowledge the issue publicly and commit to resolution (Correct answer)
- Only respond via private messaging
Correct answer: Acknowledge the issue publicly and commit to resolution
Publicly acknowledging the issue quickly demonstrates accountability and prevents the narrative from being entirely controlled by critics.
Question 6: What is the key difference between organic reach and paid reach on social media?
- Organic reach uses ads; paid reach uses content
- Organic reach is earned without ad spend; paid reach is amplified through advertising budget (Correct answer)
- Organic reach is higher for new accounts; paid reach is for established brands
- Organic reach is measured in clicks; paid reach is measured in impressions
Correct answer: Organic reach is earned without ad spend; paid reach is amplified through advertising budget
Organic reach is the audience a post reaches naturally through shares and the algorithm, while paid reach extends exposure through purchased advertising.
Question 7: Which type of content typically generates the highest organic reach on Facebook for business pages in recent years?
- Plain text status updates
- External link posts
- Native video content (Correct answer)
- Shared articles from news sites
Correct answer: Native video content
Facebook's algorithm has consistently favored native video (uploaded directly) over other content types, giving it greater organic reach.
PCM Social Media Marketing 3
When calculating social media ROI, which formula is correct?