1. What metric would best determine the success of a social media campaign aimed at increasing brand awareness? a) Conversion rate b) Click-through rate c) Engagement rate d) Customer satisfaction score Answer: c) Engagement rate Rationale: Engagement rate, including likes, shares, and comments, is a key indicator of brand awareness on social media platforms. 2. In the context of social media marketing, what does the term 'dark social' refer to? a) Negative comments on social media b) Untraceable sharing of content via private channels c) The use of dark patterns to trick users into taking certain actions d) Social media activity during nighttime hours Answer: b) Untraceable