from likes to leads interact with customers online weekly challenge 4
1. What is qualitative data?
- Data that can be compared on a numeric scale.
- Data that is used in analytics.
- Data that describes qualities or characteristics.
- Data that can be counted.
2. Imagine that a marketer tracks, collects, and analyzes data from social media platforms. They use this information to improve their company’s strategic decisions. What process does this describe?
- Competitor trend spotting
- Competitor engagement metrics
- Social media analytics
- Social media listening
3. Imagine that a marketer needs to determine if a social media campaign increases awareness of their brand. They use analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?
- The ability to better understand your audience
- The ability to learn from your competitors
- The ability to measure your social media ROI
- The ability to choose the best platforms
4. Each social media goal has related metrics that help you do what?
- Measure the impact of paid media
- Measure progress towards that goal
- Determine where a customer is in the marketing funnel
- Determine the goal’s return on investment
5. As customers reach the conversion stage of the marketing funnel, a business decides to track how customers were guided to their website from specific platforms. What metric does this describe?
- Brand awareness
- Applause rate
- Referrals
- Testimonials
6. Imagine that a marketer tracks shares and retweets across social media. They spot an emerging trend that their audience is sharing posts about. How should they use this information?
- Identify and track new metrics that better align with their current marketing content.
- Learn if competitors are responding to this trend and whether their content is successful.
- Develop content aligned with this trend later, after updating social media marketing goals.
- Create real-time marketing content aligned with this emerging trend.
7. What do social media reports allow marketers to do? Select all that apply.
- Summarize the total cost of a social media campaign.
- Provide valuable insights to colleagues or clients.
- Justify their strategy to colleagues or clients based on the data.
- Visualize and present their social media data in an easy-to-understand way.
8. What does it mean to tailor a social media report for your audience? Select all that apply.
- Design a standard, generic report that works for more than one audience.
- Include more or less detailed data on specific items, depending on your audience.
- Adapt the report to the needs of your audience.
- Present information that your audience wants to know.
9. What should the analysis section of a social media report include?
- An evaluation and explanation of why the campaign may have gotten the results it did
- A recommendation for how to best adjust the strategy for the next campaign
- A summary of the report’s context to help the audience connect to the story the data is telling
- An explanation of the campaign’s total cost and return on investment
10. Consider the following scenario:
A marketer delivers a social media report presentation to a small group of stakeholders. Between each slide, the marketer briefly pauses. They also speak in slow, easy-to-understand sentences.
What presentation best practice does this example describe?
- Connect with your audience
- Check in periodically
- Pace yourself
- Be flexible
11. A marketer gathers campaign data, such as the number of clicks on a platform over a three-month campaign period. What type of data is this?
- Characteristic data
- Qualitative data
- Quantitative data
- Counted data
12. Imagine that a company launches a social media campaign for their newest product. What process can help them learn how well their audience is receiving the campaign?
- Social media analytics
- Social media marketing
- Customer engagement
- Marketing funnel design
13. A marketer uses a tool to measure the social media ROI for a new campaign. They also learn how many followers were gained on different platforms. What is this an example of?
- An effect of qualitative strategy
- A benefit of social media analytics
- A consideration in customer analysis
- A result of traffic measurement
14. At the conversion stage of the marketing funnel, a business decides to measure how many customers are referrals. What does this mean?
- They will track how many customer testimonials they receive on social media.
- They will track how much money each customer spent on the business that year.
- They will track how many people came to their website from other social media platforms.
- They will track how likely customers are to recommend the business to friends and family.
15. Imagine that a marketer wants to make their brand seem more authentic. To do that, they decide to customize content based on customer personas. What can they do to put this strategy into practice?
- Reference historic social media trends by sharing marketing content from previous campaigns
- Deliver general content to a wide audience, so customers frequently experience branded content
- Prioritize sharing one type of content on multiple social media platforms
- Create content tailored to a local audience by referencing local issues, interests, or locations
16. What is a key performance indicator (KPI)?
- A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal.
- A collection of data and campaign highlights used for sharing marketing campaign results with managers.
- A document that presents and tracks relevant data about social media activities.
- A summary of social media marketing spending projections used to budget for future campaigns.
17. What is true of quantitative data? Select all that apply.
- It can be counted.
- It describes qualities.
- It describes characteristics.
- It can be compared on a numeric scale.
18. A company launches a social media campaign for its new service. What tool can help them measure the campaign’s traffic and sales on different platforms?
- Qualitative analytics
- Traffic analytics
- Social media analytics
- Customer analytics
19. Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?
- The ability to learn from your competitors
- The ability to choose the best platforms
- The ability to learn what content drives results
- The ability to better understand your audience
20. What do social media goals help marketers determine?
- Which metrics to focus on and optimize
- Which ad is the most impactful
- Which budget suits the long-term goals
- Which stakeholders to share data with
21. A marketer observes a company’s audience and notices a trend on social media. What should they do next?
- Identify and track new metrics that better align with the current marketing content
- Create real-time marketing content aligned with this trend
- Learn if competitors are responding to this trend and whether their content is successful
- Develop content aligned with this trend after updating social media marketing goals
22. What should a marketer use to determine whether a social media marketing strategy is effective?
- Data highlights
- Key performance indicators
- Social media report
- Marketing metrics
23. Consider the following scenario:
A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.”
What presentation best practice does this example describe?
- Guide your audience
- Be flexible
- Pace yourself
- Be prepared
24. A marketer collects and analyzes campaign data, such as the number of followers and page views. What tool allows them to do this?
- Customer analytics
- Follower analytics
- Qualitative analytics
- Social media analytics
25. A marketer creates a new campaign and uses a tool to learn what content receives the most engagement and results. What is this an example of?
- An effect of qualitative strategy
- A consideration in customer analysis
- A result of traffic measurement
- A benefit of social media analytics
26. Which of the following best describes the relationship between social media goals and metrics?
- Social media goals and metrics allow you to skip stages in the marketing funnel.
- Social media goals determine which metrics are the most popular.
- Social media goals and metrics decrease your budget.
- Social media goals determine which metrics you should focus on and optimize.
27. A marketer uses social media analytics to track a campaign’s performance. After three months, they learn that video content performs better on Facebook than on Instagram.
What should the marketer do based on these results?
- Continue publishing similar content on Facebook and adjust the content strategy for Instagram
- Revisit and adjust the social media marketing goals to align with the content performance
- Stop posting content on Instagram and update the Facebook content strategy
- Stop sharing longer posts on Facebook and update the Instagram content strategy
28. What is a social media key performance indicator (KPI) used to assess?
- Whether a social media campaign’s goals are relevant
- Whether a social media campaign has had a sufficient return on investment
- Whether a marketer is tracking the most relevant social media metrics
- Whether a social media marketing strategy is effective
29. What should a marketer do to tailor their social media report for a specific audience? Select all that apply.
- Adjust the level of detailed data on specific items accordingly
- Assess the design of the report and ensure it uses the correct branding and fonts
- Include information that is easy to understand and relevant to a broad audience
- Consider who will read the report and align the report to the needs of that group
30. Fill in the blank: An effective social media report provides context, which helps the audience _____.
- review the key campaign strategy update recommendations
- determine why the campaign may have gotten the results it did
- validate the campaign’s return on investment
- understand the report and connect to the story the data is telling
31. When you deliver a social media report presentation, you should remember to pace yourself. What does this mean?
- Take long pauses between each slide and wait for any questions
- Briefly pause between each slide and speak in slow, easy-to-understand sentences
- Adjust the discussion according to what is most important to the audience
- Be prepared to share only important points should an unexpected event occur
32. A marketer launches a campaign for a new product. They decide to gather data for the campaign by observing how people refer to the business. What type of data is this?
- Qualitative data
- Social data
- Quantitative data
- Numeric data
33. How do social media goals and metrics work together?
- Social media goals and metrics increase your budget.
- Social media goals determine which metrics are the most popular.
- Social media goals determine which metrics to focus on and optimize.
- Social media goals and metrics allow you to skip stages in the marketing funnel.
34. A marketer considers what data and insights will be used in a social media report. What does this help them determine?
- How data is collected for reports
- How frequently to present reports
- What insights to exclude from reports
- How to tailor reports to an audience
35. In a social media report, what is the benefit of visualizing data with charts or graphs?
- To describe the procedure for collecting data
- To justify the selection of specific social media analytics tools
- To include additional data that may not fit in a written narrative
- To help an audience understand the information in the report
36. Consider the following scenario:
A marketer delivers a social media report presentation to a small group of stakeholders. They include a compelling statistic and a positive customer review from a social media post. The marketer says: “And this is only one of many positive comments!”
What presentation best practice does this example describe?
- Connect with your audience
- Be flexible
- Pace yourself
- Check in periodically
37. Fill in the blank: Social media analytics is the process of _____.
- soliciting, collecting, and reporting on marketing campaign feedback from company stakeholders
- tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions
- designing a preliminary social media strategy before launching a marketing campaign
- measuring and monitoring how well marketing goals align with business goals
38. Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?
- The ability to predict behavior
- The ability to learn from your competitors
- The ability to learn what content drives results
- The ability to improve your strategy
39. Fill in the blank: Social media goals determine _____.
- which metrics you focus on and optimize
- the goals of your business
- which stakeholders you share data with
- the impact of your marketing campaign
40. Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?
- They should stop sharing longer posts on Facebook and update their Instagram content strategy.
- They should continue to publish similar content on Facebook and adjust their content strategy for Instagram.
- They should revisit and adjust their social media marketing goals to align with their content performance.
- They should stop posting content on Instagram and update their Facebook content strategy.
41. A marketer uses a tool to visualize and present their social media data. They aim to make it easy to understand by justifying their strategy to colleagues and clients. What do they use to communicate this?
- Campaign highlights
- Social media analytics
- Key performance indicators
- Social media report
42. Consider the following scenario:
Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly.
What social media reporting practice does this describe?
- Tailoring the report to the audience
- Delivering the report with the right frequency
- Reporting on key performance indicators
- Emphasizing campaign highlights
43. As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?
- The analysis section
- The conclusion
- The introduction section
- The summary
44. A marketer uses analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?
- The ability to measure your social media ROI
- The ability to create better content
- The ability to learn from your competitors
- The ability to increase your budget
45. A marketer uses a Net Promoter Score (NPS) to measure customer loyalty. What does this metric measure?
- How many purchases a customer will make within the first six months as a customer
- How many people were referred to the website from social media platforms
- How much attention a brand receives across social media platforms over a certain period
- How likely customers are to recommend a product to a friend on a scale of 1 to 10
46. As a marketer, you include an evaluation and explanation of why a campaign may have received certain results. Where should you put this information in the report?
- The summary
- The analysis section
- The introduction section
- The conclusion
47. When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?
- Briefly pause between each slide and speak in slow, easy-to-understand sentences
- Share your excitement, and include a surprising statistic or favorable customer review
- Adjust the discussion according to what is most important to the audience
- Be prepared to share only important points should an unexpected event occur
48. A marketer gathers qualitative and quantitative data for a new campaign. What is the difference between the two?
- Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.
- Qualitative data describes qualities or characteristics. Quantitative data can be counted or compared on a numeric scale.
- Quantitative data is collected after launching a social media campaign. Qualitative data is collected before launching a social media campaign.
- Quantitative data describes qualities or characteristics. Qualitative data can be counted or compared on a numeric scale.
49. What can you use to measure progress toward a goal?
- Customer feedback
- Campaign timelines
- Marketing funnels
- Social media metrics
50. In the awareness stage of the marketing funnel, a business measures the attention they receive across all social media platforms during a reporting period. What metric does this describe?
- Conversions
- Testimonials
- Brand awareness
- Applause rate
51. What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.
- Who collected the data
- How the insights will be used
- What data will be reported
- Where the data is from
52. When you deliver a social media report, you should remember to guide your audience. What does this mean?
- Briefly pause between each slide and speak in slow, easy-to-understand sentences, and ask frequent questions
- Clarify what you’ve noticed about the data, and move between sections by using phrases like “as I mentioned before”
- Prepare ahead of time to help you identify answers to the types of questions your audience might have
- Speak fast and be prepared to share only important points should an unexpected event occur
53. What should a marketer consider when creating a social media report? Select all that apply.
- Relevance of data
- Report frequency
- Stakeholders’ names
- Target audience
54. As a marketer, you create a social media report that is easy to understand and allows your audience to connect to the story the data is telling. How do you achieve this?
- By highlighting figures
- By including relevant and irrelevant information
- By providing context
- By excluding graphs and charts
