1. Complete the following sentence, then explain the results: Marketers cannot create measures with business value unless they first have: ____________________.
2. Explain the difference between measurement and evaluation.
3. Explain the nature and the importance of social media monitoring.
4. What is the role of listening in tracking social media activities?
5. Explain the Valid Metrics Framework and how it can be useful to the social media marketer.
6. Identify 4 issues in choosing the right social media metrics, both quantitative and qualitative.
7. Discuss the importance of business objectives and ROI as part of the monitoring process.
8. Define Key Performance Indicators.
9. Identify two ways that Google Analytics can shed light on SMM activities.
