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2235 Earned Media Chapter 14 Exam Questions and Answers 100% Correct with complete solution
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2235 Earned Media Chapter 14 Exam Questions and Answers 100% Correct with complete solution
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2235 Earned Media Chapter 14Study online at https://quizlet.com/_fcq7oc
1. What is earned Earned media messaging is not controlled by business.
media There are positive neutral and negative mentions. Data is
more difficult to collect than paid and owned data because
you do not own the media and you are not paying for the
visibility. A treasure trove of insights are available. It offers
a steady flow of information about feelings and insight
into what people care about it is the pulse on consumer
thoughts.
2. Earned media an- Social listening is the aggregation and analysis of con-
alytics: Social lis- sumer searches on search engines. Social listening data
tening is found from public profiles and posts of consumers.
Businesses can monitor mentions of their brand or men-
tions of topics. It offers challenges and opportunities for
information. It is a social strategy and business strategy.
3. Earned media an- Search listening data is provided directly by search en-
alytics: Search gines for example--Google Trends. Or it is mined pub-
listening licly with information on search engine results through
search listening tools. Businesses can monitor searches
and mentions of their brand.
4. Earned media an- Technology has accelerated the syndication of business
alytics: PR news. Press releases and syndication services such as
PR news wire have allowed businesses to push out infor-
mation instantly and mentions occur on blogs, with social
influencers, news outlets and websites analyze by PR
Analytics.
5. Earned media an- Ratings and reviews provide a currency of trust on the in-
alytics: Reviews ternet. Allows consideration of how many transactions on
and ratings the internet are conducted and it offers people assurance.
6. Earned media an- What was our share of voice last month? What was our
alytics: Descrip- sentiment ratio last month?
tive questions
7. Why is our shareof voice higher this month? Why is our
sentiment ratio higher on specific social media platforms?
1/5
, 2235 Earned Media Chapter 14
Study online at https://quizlet.com/_fcq7oc
Earned media an-
alytics: Diagnos-
tic questions
8. Earned media an- What is our forecasted share of voice for next year? What
alytics: Predic- is our forecasted sentiment ratio if we invest in more social
tive questions media management?
9. Earned media an- What optimizations should be made to achieve 50% share
alytics: Prescrip- of voice? What optimizations should be made to achieve
tive questions a 10 to 1 sentiment ratio?
10. Potential value of Since businesses do not control earned media it is not
social media ana- top of mind. Social media marketing tools include social
lytics Searcher, HootSuite, Buzz SoMo, SproutSocial, Google
Trends, Answer the public, Google Alerts, Muckrack, Cov-
erage Book, Reputation.com, and Birds Eye, Mention and
Podium.
11. How do earned The quality of earned media analytics tools depends on
media analyt- the ability to effectively aggregate a large quantity of data
ics collect data from multiple sources in a clean and meaningful manner.
from multiple For the most part, earned media analytics tools access
sources? publicly available websites, profiles, and post to collect
data.
12. Scraping content Scraping content involves coding a web application to
automate the process of copying web content into a data-
base. Imagine navigating a post on X, copying the mes-
sage, and pasting it into a database. Content's great first
automate this process on a massive scalesince earned
media lives in many places and the content scraping ap-
proaches are used rather than traditional tags and cookies
approach discussed in chapter 5. Using content scraping
and APIs, an earned media technology tool can record
mentions users and numerous dimensions.
13. Earned Media 1) Mentions: The inclusion of a topic or business within a
Analytics basic post, website, review is considered a mention.
metrics list (2) 2) Users: Each unique individual is reported as one user.
2/5
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