In Evaluating Whether Its Facebook and Twitter Social Media Programs

question 77

Multiple Choice

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it chose was ________, which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

• A) Carmex sentiment
• B) Carmex Twitter followers
• C) Carmex conversation velocity
• D) Carmex Facebook likes
• E) Carmex share of voice

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Definitions:

High-involvement Organization

An organizational model that encourages employee participation in decision-making and business operations to improve performance and satisfaction.

Cultural Value

Beliefs or ideals shared by members of a society about what is important, desirable, and how people should behave.

Classical Management Strategy

A set of principles for managing organizations that emphasizes planning, organizing, leading, and controlling.

Horizontal Communication

The exchange of information between individuals or units of an organization at the same hierarchical level, aimed at coordination and collaboration.