COURSE 3 – FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE QUIZ ANSWERS

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1 Week 4: Social Media Analytics and Reporting
2 Social Media Analytics and Reporting INTRODUCTION
3 TEST YOUR KNOWLEDGE: SOCIAL MEDIA ANALYTICS
4 TEST YOUR KNOWLEDGE: SOCIAL MEDIA MARKETING REPORTS AND PRESENTATIONS
5 FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 4
6 Social Media Analytics and Reporting CONCLUSION
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Week 4: Social Media Analytics and Reporting

Social Media Analytics and Reporting INTRODUCTION

Social media analytics and reporting are indispensable aspects of an effective social media marketing program. They enable marketers to appreciate the behavior of their campaigns, measure their success, and identify the pieces of content their audience responds best to. Analytics enable marketers to modify strategies for better engagement with their audiences and make data-tethered decisions regarding future campaigns.

This isn’t just a course of Coursera on Google Digital Marketing & E-commerce Professional Certificate Program; it is an all-expansive class on Social Media Analytics and Reporting. The essentials under this introduction will include keyword and trend tracking, audience insight collection, analysis of performance metrics, and generation of comprehensive reports. Further, you will use popular tools such as Twitter Analytics and Facebook Insights to analyze data from social media.

Learning Outcomes:

  • Define social media analytics and its significance.
  • Identify key metrics that are tracked through social media analytics.
  • Describe various analytics tools and their advantages.
  • Use the data acquired from social media analytics to make better decisions and improve strategies.
  • What should be included in a social media report.
  • Common software for social Media reporting and their application.
  • Best Practices on a Social Media Report Presentation.

TEST YOUR KNOWLEDGE: SOCIAL MEDIA ANALYTICS

1. What is social media analytics?

  • Tracking, collecting, and analyzing data about an organization’s business decisions
  • Tracking, collecting, and analyzing data from social media platforms (Correct)
  • Tracking and gathering data through observation
  • Tracking and gathering information that describes qualities or characteristics

Correct: Social media analytics is how organizations track, collect, and analyze data from different social media channels. This data can be evaluated for insights into audience behavior, preferences, and engagements with the brand, thus informing and enhancing strategic decisions. Such analyses will also enable optimization of marketing campaigns, content, and global business strategies.

2. Social media analytics can help you better understand your audience and choose the best platforms for your content. What are the additional benefits of social media analytics? Select four.

  • Learn from your competitors. (Correct)
  • Learn what content drives results. (Correct)
  • Improve your strategy. (Correct)
  • Measure your social media return on investment, or ROI. (Correct)
  • Observe the language people use when talking about your business.

Correct: Social media analytics offers several advantages such as the identification of performances of content, delving into details about competitors, measuring ROI-s, and improving overall strategy.

3. What do brand awareness metrics measure?

  • The attention your brand receives across all social media platforms during a reporting period. (Correct)
  • The number of approval actions that a post receives relative to your total number of followers.
  • The likelihood that a customer would recommend your product to a friend.
  • The completion of an activity that contributes to the success of your business.

Correct: It means in the aware stage of the marketing funnel to attract attention; here you measure it by tracking brand awareness metrics, which include impression, reach potential, and others.

4. In the conversion stage of the marketing funnel, a business measures how customers are guided to their website from specific social media platforms. What metric does this describe?

  • Referrals (Correct)
  • Impressions
  • Testimonials
  • Applause rate

Correct: The conversion stage is when potential customers become ready to purchase. This is when the business can start tracking all the possible referrals from different websites indicating how visitors are led to that website.

5. Imagine that your brand uses analytics to identify emerging trends on social media. How does this impact your marketing strategy?

  • You can share your content on different platforms based on engagement.
  • You can create content that aligns with the best-performing content from your competitors.
  • You can create real-time marketing content that is relevant to what people are most interested in at any given time. (Correct)
  • You can customize content for your customers based on their personas.

Correct: By using social monitoring trend, one can know about the most buzzed contents, products, and advertisements that are the recent hot things on the internet. Hence, this will guide you in constructing your time- and audience-sensitive marketing content.

6. Which of the following is the process of tracking, collecting, and analyzing data from social media platforms to improve your organization’s strategic business decisions?

  • Social media synthesis
  • Social media dissection
  • Social media commentary
  • Social media analytics (Correct)

Correct: Social media analytics is tracking, collecting, and analyzing data from social media platforms to make strategic business decisions within the organization.

7. Which metric provides information about the number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to your total number of followers?

  • Referrals
  • Applause rate (Correct)
  • Potential reach
  • Conversions

Correct: The applause rate is the amount of approval actions (likes and/or reactions) a post receives as opposed to the total number of followers you have.

8. What information can a company gain from tracking their competitor’s engagement data? Select all that apply.

  • Which content resonates with the company’s own audience
  • Which platforms their competitor’s content is shared on most (Correct)
  • Which of their competitor’s influencers are most effective at promoting their content (Correct)
  • Which of their competitor’s content performs best (Correct)

Correct: You can learn a lot about what makes your competitor tick by looking into their audience engagement statistics. You’ll be able to figure out what’s their best content, which platforms see the highest share rate, and which influencers seem to work the best at putting their content out in the world.

9. Which of the following is a document that presents and tracks relevant data about your social media activities?

  • Social feed report
  • Social media report (Correct)
  • Social activity report
  • Social platform report

Correct: A social media report collects important information regarding your activities in the social world and presents it in document format. It demonstrates and explains the performance of such activities with help and justifies or sponsors strategies to fellow workers or clients while providing nuggets of important insight.

10. Which of the following are ways a digital marketer can present a social media report effectively? Select all that apply.

  • Connect with the audience emotionally. (Correct)
  • Pace the presentation. (Correct)
  • Check in with the audience periodically. (Correct)
  • Question the audience about the data.

Correct: It keeps getting better: An effective social media report presentation is emotionally engaging, paced to the audience, includes periodic checks for understanding along the way, and ends with a solid takeaway summarizing the whole presentation.

TEST YOUR KNOWLEDGE: SOCIAL MEDIA MARKETING REPORTS AND PRESENTATIONS

1. What is a social media report?

  • A document that presents and tracks relevant data about your business’s social media activities. (Correct)
  • A graphic representation of projected engagement with your brand’s social media content.
  • A metric that helps predict future customer engagement by asking if customers would recommend your product to a friend.
  • A measurement used to gauge how successful your organization has been at reaching a business or marketing goal.

Correct: Social media reports allow marketers to clearly and easily interpret their data. They also help substantiate data-driven strategies and decisions to colleagues and clients.

2. What do marketers need to consider when crafting a social media report? Select all that apply.

  • How to design one generic report that is general enough to work for different audiences
  • How to tailor the report for the audience (Correct)
  • How frequently to deliver the report (Correct)
  • What data to include that is most relevant to the audience (Correct)

Correct: The report should be audience-centric with information that matters most. These include the company’s social media KPIs or key performance indicators.

3. When presenting a social media report, what can you do to make sure the audience is following along? Select all that apply.

  • Speak slowly (Correct)
  • Save questions for the end
  • Use intentional pauses (Correct)
  • Keep sentences brief (Correct)

Correct: To deliberately build a deliberate action, time pauses introduce it into the speech so that the audience is forced to keep pace. Another important point is to speak slowly and have short sentences for clarity while keeping the attention.’

4. Why is it important to prepare for a presentation in advance? Select all that apply.

  • You can feel calm and more confident when you present. (Correct)
  • You can share findings in advance, rather than presenting in front of an audience.
  • You can identify likely questions and come up with answers. (Correct)
  • You can find possible issues before you present, like awkward phrasing. (Correct)

Correct: Anticipating potential queries your audience might raise while preparing beforehand will help pen down well-thought-out answers. Furthermore, working on your presentation with team members can provide feedback that will help you strengthen delivery.

5. Consider the following scenario:

A marketer delivers a social media report presentation to company leadership. An audience member asks an important but not directly related question about how the findings relate to another department’s work. The marketer addresses their key points and pivots the discussion to accommodate the audience.

What presentation best practice does this example describe?

  • Be flexible (Correct)
  • Connect with your audience
  • Check in
  • Pace yourself

FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 4

1. What is true of quantitative data? Select all that apply.

  • It describes characteristics.
  • It can be counted. (Correct)
  • It can be compared on a numeric scale. (Correct)
  • It describes qualities.

Correct: Correct

Correct: Correct

2. 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?

  • Marketing funnel design
  • Social media analytics (Correct)
  • Social media marketing
  • Customer engagement

Correct: Correct

3. 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 choose the best platforms
  • The ability to learn what content drives results
  • The ability to learn from your competitors
  • The ability to better understand your audience (Correct)

Correct: Correct

4. Fill in the blank: Social media goals determine _____.

  • which stakeholders you share data with
  • the goals of the larger marketing campaign you are working on
  • the goals of your business
  • which metrics you focus on and optimize (Correct)

Correct: Correct

5. In the loyalty stage of the marketing funnel, a business wants to predict future customer engagement. They ask current customers if they would recommend the company’s product to a friend. What metric does this describe?

  • Net Promoter Score (Correct)
  • Applause rate
  • Brand awareness
  • Conversions

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.
  • Create real-time marketing content aligned with this emerging trend. (Correct)
  • Develop content aligned with this trend later, after updating social media marketing goals.
  • Learn if competitors are responding to this trend and whether their content is successful.

Correct: Correct

7. What is a key performance indicator (KPI)?

  • A summary of social media marketing spending projections used to budget for future campaigns.
  • A collection of data and campaign highlights used for sharing marketing campaign results with managers.
  • A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal. (Correct)
  • A document that presents and tracks relevant data about social media activities.

Correct: Correct

8. What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.

  • How the insights will be used (Correct)
  • What data will be reported (Correct)
  • Who collected the data
  • Where the data is from

Correct: Correct

Correct: Correct

9. In a social media report, what is the benefit of visualizing data with charts or graphs?

  • To help an audience understand the information in the report (Correct)
  • To justify the selection of specific social media analytics tools
  • To include additional data that may not fit in a written narrative
  • To describe the procedure for collecting data

Correct: Correct

10. 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?

  • Pace yourself
  • Be flexible
  • Check in periodically
  • Connect with your audience (Correct)

11. 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 choose the best platforms
  • The ability to better understand your audience
  • The ability to learn from your competitors
  • The ability to measure your social media ROI (Correct)

Correct: Correct

12. Each social media goal has related metrics that help you do what?

  • Determine the goal’s return on investment
  • Measure the impact of paid media
  • Determine where a customer is in the marketing funnel
  • Measure progress towards that goal (Correct)

Correct: Correct

13. 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?

  • Testimonials
  • Brand awareness
  • Referrals (Correct)
  • Applause rate

Correct: Correct

14. 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?

  • Reporting on key performance indicators
  • Tailoring the report to the audience (Correct)
  • Delivering the report with the right frequency
  • Emphasizing campaign highlights

15. Fill in the blank: An effective social media report provides context, which helps the audience _____.

  • review the key campaign strategy update recommendations
  • validate the campaign’s return on investment
  • determine why the campaign may have gotten the results it did
  • understand the report and connect to the story the data is telling (Correct)

Correct: Correct

16. 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?

  • Be flexible
  • Pace yourself (Correct)
  • Connect with your audience
  • Check in periodically

Correct: Correct

17. What is the difference between qualitative and quantitative data?

  • 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. (Correct)
  • 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.

18. 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?

  • Testimonials
  • Fill in the blank: Social media analytics is the process of _____.
  • Brand awareness
  • Conversions (Correct)
  • Applause rate

19. 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?

  • Prioritize sharing one type of content on multiple social media platforms.
  • Deliver general content to a wide audience, so customers frequently experience branded content.
  • Create content tailored to a local audience by referencing local issues, interests, or locations. (Correct)
  • Reference historic social media trends by sharing marketing content from previous campaigns.

Correct: Correct

20. What do social media reports allow marketers to do?

  • Provide valuable insights to colleagues or clients. (Correct)
  • Justify their strategy to colleagues or clients based on the data.
  • Summarize the total cost of a social media campaign. (Correct)
  • Visualize and present their social media data in an easy-to-understand way. (Correct)

21. What should the analysis section of a social media report include?

  • A recommendation for how to best adjust the strategy for the next campaign
  • An evaluation and explanation of why the campaign may have gotten the results it did (Correct)
  • An explanation of the campaign’s total cost and return on investment
  • A summary of the report’s context to help the audience connect to the story the data is telling

22. 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 (Correct)
  • Social media listening

Correct: Correct

23. Which of the following best describes the relationship between social media goals and metrics?

  • Social media goals track quantitative data, while metrics track qualitative data. (Correct)
  • Social media goals are defined by the metrics you choose to track.
  • Social media goals determine which metrics you focus on and optimize.
  • Social media goals are used in place of marketing funnel metrics.

24. 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. (Correct)
  • 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.

25. What is a social media key performance indicator (KPI) used to assess?

  • Whether a social media marketing strategy is effective (Correct)
  • Whether a marketer is tracking the most relevant social media metrics
  • Whether a social media campaign has had a sufficient return on investment
  • Whether a social media campaign’s goals are relevant

Correct: Correct

26. Fill in the blank: Social media analytics is the process of _____.

  • soliciting, collecting, and reporting on marketing campaign feedback from company stakeholders
  • designing a preliminary social media strategy before launching a marketing campaign
  • tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions (Correct)
  • measuring and monitoring how well marketing goals align with business goals

Correct: Correct

27. 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 learn what content drives results (Correct)
  • The ability to better understand your audience (Incorrect)
  • The ability to learn from your competitors
  • The ability to choose the best platforms

Correct: Correct

28. What does it mean to tailor a social media report for your audience? Select all that apply.

  • Include more or less detailed data on specific items, depending on your audience. (Correct)
  • Design a standard, generic report that works for more than one audience.
  • Adapt the report to the needs of your audience. (Correct)
  • Present information that your audience wants to know. (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

29. 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. (Correct)

30. 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?

  • Be flexible
  • Guide your audience (Correct)
  • Be prepared
  • Pace yourself

Correct: Correct

31. 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. (CORRECT)
  • Justify their strategy to colleagues or clients based on the data. (CORRECT)
  • Visualize and present their social media data in an easy-to-understand way. (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

32. 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 (CORRECT)
  • Reporting on key performance indicators
  • Delivering the report with the right frequency
  • Emphasizing campaign highlights

Correct: Correct

33. What is the difference between qualitative and quantitative data?

  • Quantitative data is collected after launching a social media campaign. Qualitative 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. (CORRECT)
  • Quantitative data describes qualities or characteristics. Qualitative data can be counted or compared on a numeric scale.
  • Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.

34. 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?

  • Customer analytics 
  • Traffic analytics 
  • Qualitative analytics 
  • Social media analytics (CORRECT)

35. 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 benefit of social media analytics (CORRECT)
  • A result of traffic measurement

36. 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 much attention a brand receives across social media platforms over a certain period
  • How many people were referred to the website from social media platforms 
  • How likely customers are to recommend a product to a friend on a scale of 1 to 10 (CORRECT)

37. 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 
  • Social media report (CORRECT)
  • Key performance indicators

38. What should a marketer do to tailor their social media report for a specific audience? Select all that apply. 

  • 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 (CORRECT)
  • Adjust the level of detailed data on specific items accordingly (CORRECT)

39. 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 providing context (CORRECT)
  • By including relevant and irrelevant information
  • By excluding graphs and charts 

40. 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?

  • Social data 
  • Quantitative data 
  • Qualitative data (CORRECT)
  • Numeric data 

41. A company uses a tool to better understand its audience and what content they engage with the most. What is this an example of?

  • An effect of qualitative strategy 
  • A result of traffic measurement
  • A consideration in customer analysis 
  • A benefit of social media analytics (CORRECT)

42. Which of the following best describes the relationship between social media goals and metrics?

  • Social media goals and metrics decrease your budget.
  • Social media goals determine which metrics you should focus on and optimize. (CORRECT)
  • Social media goals and metrics allow you to skip stages in the marketing funnel.
  • Social media goals determine which metrics are the most popular.

43. How can brands use custom content to help them appear more authentic?

  • Create content tailored to a local audience by referencing local issues, interests, or locations
  • 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 (CORRECT)

44. What should a marketer consider when creating a social media report? Select all that apply. 

  • Stakeholders’ names  
  • Relevance of data (CORRECT)
  • Target audience (CORRECT)
  • Report frequency (CORRECT)

45. 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 conclusion 
  • The introduction section
  • The analysis section (CORRECT)

46. When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?

  • Share your excitement, and include a surprising statistic or favorable customer review (CORRECT)
  • Briefly pause between each slide and speak in slow, easy-to-understand sentences 
  • Be prepared to share only important points should an unexpected event occur 
  • Adjust the discussion according to what is most important to the audience

47. 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?

  • Marketing funnel design
  • Social media analytics (CORRECT)
  • Customer engagement 
  • Social media marketing

48. How do social media goals and metrics work together?

  • Social media goals and metrics increase your budget.
  • Social media goals determine which metrics to focus on and optimize. (CORRECT)
  • Social media goals determine which metrics are the most popular.
  • Social media goals and metrics allow you to skip stages in the marketing funnel.

49. 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? 

  • Stop posting content on Instagram and update the Facebook content strategy
  • Continue publishing similar content on Facebook and adjust the content strategy for Instagram (CORRECT)
  • Stop sharing longer posts on Facebook and update the Instagram content strategy
  • Revisit and adjust the social media marketing goals to align with the content performance 

50. Fill in the blank: Social media KPIs are used to assess whether a social media _____ is effective.

  • Payment Card Industry Data Security Standard (PCI DSS) (CORRECT)
  • Health Insurance Portability and Accountability Act (HIPAA) (CORRECT)
  • Infrastructure as a Service (IaaS)
  • General Data Protection Regulation (GDPR) (CORRECT)

The management of information security practices by organizations is much impacted by some treasured privacy compliances, such as GDPR, PCI DSS, and HIPAA.

51. 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? 

  • A consideration in customer analysis 
  • An effect of qualitative strategy 
  • A benefit of social media analytics (CORRECT)
  • A result of traffic measurement

52. A marketer would like to monitor brand awareness across social media platforms. Which of the following metrics will help with measuring brand awareness?

  • Number of shares, mentions, and impressions (CORRECT)
  • Number of reviews, comments, and endorsements
  • Number of testimonials, assessments, and interviews  
  • Number of mentions, retweets, and referrals 

53. 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 (CORRECT)
  • An explanation of the campaign’s total cost and return on investment
  • KPIs and metrics that are most relevant to the business
  • A snapshot of a particular post-performance on a given platform

54. What should a marketer do to tailor their social media report for a specific audience? Select all that apply. 

  • 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
  • Adjust the level of detailed data on specific items accordingly (CORRECT)
  • Consider who will read the report and align the report to the needs of that group (CORRECT)

55. 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 learn from your competitors
  • The ability to measure your social media ROI (CORRECT)
  • The ability to increase your budget 
  • The ability to create better content 

56. 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?

  • Pace yourself (CORRECT)
  • Connect with your audience
  • Be flexible
  • Check in periodically

57. What is qualitative data?

  • Data that describes qualities or characteristics (CORRECT)
  • Data that can be counted
  • Data that can be compared on a numeric scale
  • Data that is used in analytics

58. What do social media goals help marketers determine?

  • Which ad is the most impactful 
  • Which metrics to focus on and optimize (CORRECT)
  • Which budget suits the long-term goals
  • Which stakeholders to share data with

59. A marketer observes a company’s audience and notices a trend on social media. What should they do next? 

  • Develop content aligned with this trend after updating social media marketing goals
  • Identify and track new metrics that better align with the current marketing content
  • Learn if competitors are responding to this trend and whether their content is successful
  • Create real-time marketing content aligned with this trend (CORRECT)

60. 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 much money each customer spent on the business that year. (CORRECT)
  • 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.
  • They will track how many customer testimonials they receive on social media.

Social Media Analytics and Reporting CONCLUSION

Know-how about social media analytics speaks volumes for the size of the business today. These factors are just some of what would be of concern in assessing one’s performance with social media, and a great deal of it could seem a bit much in the beginning because one’s grasp of the whole eventually becomes instinctive through repeated exercise.

Like for the sake of something really nice; training with social media analytics is a time-and-sweat invest on behalf of the business that will surely bring dividends. So you are ready to start? Coursera has two courses that deal mostly with social media topics, one of which is dealing with social media tool analytics and best practices. Get started learning today so you can get data-centric decision processing boosting social media marketing strategy by tomorrow.

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