If a brand wanted to measure the impact of their social media marketing efforts, which one of the following metrics would be most appropriate?

Question

BlackTom AI · Accepted Answer

When evaluating the impact of social media marketing efforts, you want a metric that directly reflects how engaged people are with the brand on social platforms.
Option a: 'How many times their mobile app has been installed' measures app installations, which may be influenced by marketing but does not directly capture social media engagement or the effectiveness of social content.
Option b: 'Number of unique visitors to the company webpage' indicates site traffic but isn’t specific to social media activity; visitors may arrive from other channels, so this metric isn’t a clean measure of social media impact.
Option c: 'Time spent on their social media channel' directly gauges engagement with the brand on social platforms; longer time spent typically signals higher interest and meaningful interaction with content, making it a strong indicator of social media effectiveness.
Option d: 'The likelihood of consumers to recommend the brand to other consumers' (word-of-mouth or Net Promoter Score-style metric) reflects overall sentiment and advocacy, which is valuable but can be influenced by many factors beyond the current social media campaign and may be slower to change.
In summary, option c provides the most immediate and direct measure of how effectively social media marketing captures and holds user attention on the brand’s social channels, aligning closely with the goals of social media impact assessment.

MKF3881 - S1 2025 Quiz: Week 8

If a brand wanted to measure the impact of their social media marketing efforts, which one of the following metrics would be most appropriate?

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