Evaluating Whether Its Facebook and Twitter Social Media Programs Are

question 14

Multiple Choice

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

• A) Carmex sentiment.
• B) Carmex Twitter followers.
• C) Carmex conversation velocity.
• D) Carmex Facebook likers (or Fans or likes).
• E) Carmex share of voice.

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Definitions:

Mean Absolute Deviation

A measure of dispersion in a dataset, calculated as the average distance between each data point and the mean of the data.

Sum of Squares

A measure of the total variability within a data set, calculated by summing the squares of differences from the mean.

Daily Indexes

These are metrics or values that are recalculated every day to reflect the current state or performance of a particular dataset or market.

Mean Absolute Deviation

The average of the absolute differences between each data point in a set and the overall mean, reflecting dispersion.