Week 4 – Social media analytics and reporting

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

Shuffle Q/A 1

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

Devendra Kumar

Project Management Apprentice at Google

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