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

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1 Week 3: Listening and Engagement on Social Media

2 Listening and Engagement on Social Media INTRODUCTION

3 TEST YOUR KNOWLEDGE: SOCIAL LISTENING

4 TEST YOUR KNOWLEDGE: ENGAGE CUSTOMERS

5 TEST YOUR KNOWLEDGE: COMPOSE ENGAGING CONTENT

6 FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 3

7 Listening and Engagement on Social Media CONCLUSION

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Week 3: Listening and Engagement on Social Media

Listening and Engagement on Social Media INTRODUCTION

People are now able to listen actively on different social platforms, which makes it an imperative part of social media marketing. It often requires tracking daily public conversations to engage them in meaningful messages as customers of the business. Acting on feedback listened to proves the point of gaining insight on target audiences, which translates into performance improvement decisions regarding products, services, or campaign management.

Social Listening uses Media Monitoring tools, such as the Google Digital Marketing and E-commerce Professional Certification found on Coursera, which allows businesses to see, analyze key data, and burn trend of customer sentiment in ways on how they would feel towards their brand or product through conversations across several platforms.

Learning Objectives:

Defining social listening and explaining its role.
Introducing loved and famous social listening tools; how to use them.
Having tips when doing effective social listening.
How to improve social media engagement.
How to build a relationship and communicate with customers.
How to respond to communication types from customers through social media.
Understand methods to create, design and re-design attractive engaging social media feeds.
Develop a standard brand voice for social media interactions.

TEST YOUR KNOWLEDGE: SOCIAL LISTENING

1. Fill in the blank: The process of tracking and analyzing conversations and trends related to a brand is called _____.

social listening (Correct)
social messaging
social media solution
social media sentiment

Correct: Social listening means watching conversations and trends surrounding a brand for a company. For businesses, it helps in identifying customer issues or concerns which can then be handled on the social platforms with effective solutions.

2. Fill in the blank: A _____ is a word or phrase that comes after the pound symbol that indicates that a piece of content relates to a specific topic or category.

phrase
hashtag (Correct)
keyword
slogan

Correct: A hashtag is a word or phrase that is preceded by the pound symbol (#) and indicates that a piece of content belongs under a certain topic, category, or group. Hashtags are more or less like digital labels that facilitate lower-level people in searching for contents of their interest across a wide range of social platforms.

3. Which of the following are examples of keywords that can help a company find conversations about their brand online? Select all that apply.

Hashtags related to the brand (Correct)
Brand and product names
Industry buzzwords (Correct)
Customer pain points

Correct: Industry buzzwords are among the types of keywords for discovering conversations about the company’s name. Examples would include product and brand names, as well as other hashtags connected with the brand.

4. The insights gained from social listening can help a company do which of the following? Select all that apply.

Create content their followers are interested in (Correct)
Come up with new ideas based on trends in their industry (Correct)
Learn what customers will buy next year
Adjust their marketing strategy to fit the current marketplace (Correct)

Correct: The findings of social media enable a firm to develop its marketing strategy, keep pace with the most current marketplace, produce information from which it can derive tips for the creation of content that resonates with followers, and also create some new ideas from emerging industry trends.

5. Which of the following are social listening tools a company can use to track and analyze conversations and trends related to their brand?

Sprout Social (Correct)
Jamboard
Hubspot (Correct)
Hootsuite (Correct)

Correct: Companies employ several social listening tools like HubSpot, Sprout Social and Hootsuite that keep monitoring the drive and conversation associated with their brand. This helps businesses to ascertain how potential customers look at their brands, discover what’s buzzing, and appropriately interact with them.

6. What is social media sentiment?

The products and services people buy from a brand’s competitors
The attitude and feelings people have about a brand on social media (Correct)
The products and services people buy from a brand
The conversations and trends related to a brand

Correct: It is the attitudes and emotions that people express related to a certain brand through social media. That helps in understanding the feelings of people concerning that particular brand and areas of success in the social media marketing strategy and areas of improvement.

7. Which of the following are a kind of digital label that indicates a piece of content relates to a specific topic or category to make it easier to find?

Keywords
Hashtags (Correct)
Signs
Formulas

Correct: Basically, hashtags are the digital labels of a content that indicate that this content relates to a specific topic or category, and thus, it becomes easier for users to find and engage with such relevant material.

8. What measures how people are interacting with a company’s social media accounts and content?

Social media obligation
Social media engagement (Correct)
Social media assurance
Social media commitment

Correct: Social media engagement refers to how users interact with a company on its social media accounts and the content posted therein. Analysis of engagement data allows businesses to know whether the content resonates with the audience or not.

TEST YOUR KNOWLEDGE: ENGAGE CUSTOMERS

1. What does social media engagement measure?

How people are interacting with a company’s social media accounts and content (Correct)
The amount of competitor pop-up ads that appear on a company’s social media account
The number of influencers marketing a company’s product
How many customers make a purchase on a company’s website

Correct: This interaction is gauging how user interaction takes place on the social media accounts and content of the brand. That analysis of engagement will help to find out whether the audience is able to relate to the content.

2. How can a company increase their audience’s engagement on social media? Select all that apply.

By developing an authentic, personal voice (Correct)
By providing excellent customer service (Correct)
By responding to customers (Correct)
By posting every hour on every social media platform

Correct: Increased audience engagement for a company on social media can also be obtained by taking note of, and responding to, comments and mentions about any conversations had regarding their brand. Great customer service and a human, personal voice would definitely improve engagement.

3. In addition to holding contests, how else can a company entice people to engage with their social media accounts? Select all that apply.

Spotlighting customers (Correct)
Posting polls (Correct)
Developing quizzes (Correct)
Giving out jobs

Correct: Companies are able to engage their audience on social media via contests, but they can also do so by posting polls, organizing quizzes, or featuring customer spotlights.

4. Fill in the blank: In order to gain followers, a company can demonstrate _____ by liking, tagging, retweeting, and replying to other people’s Tweets.

Engagement (Correct)
mobility
digital proficiency
user favoritism

Correct: A company may demonstrate activity on social media by liking and tagging posts, retweeting, and replying to the tweets of other users.

5. How can a company increase followers on Twitter? Select all that apply.

Tweet frequently (Correct)
Use hashtags (Correct)
Include visuals (Correct)
Select bold fonts

Correct: That is how a company grows its Twitter following – constant tweeting, using the right hashtags, and putting visuals in their posts. Increased followers are important because they give the company an even bigger audience to broadcast its organic content whenever it posts.

6. Which of the following are strategies that can help a company increase their followers on Twitter? Select all that apply.

Send personalized messages to followers, one-by-one.
Engage with your audience often. (Correct)
Tweet frequently. (Correct)
Use hashtags. (Correct)

Correct: Continuous tweeting is important because it increases the followers. Posting new content in a timely manner makes it possible for a user to gain maximum exposure from new content, as effectively a lot of new stuff makes its way into Twitter feeds. Another good one is using hashtags, as they make posts findable and help in attracting a new following through discovery of the company’s account. Just actively engaging with his audience by responding to their comments or joining particular conversations may boost a company’s following.

TEST YOUR KNOWLEDGE: COMPOSE ENGAGING CONTENT

1. Which of the following are strategies for writing social media content? Select all that apply.

Write to the audience. (Correct)
Pay attention to grammar and spelling in line with brand voice. (Correct)
Write all content for each platform exactly the same.
Include a call to action. (Correct)

Correct: Paying attention to grammar and spelling are effective strategies for writing social media content. Writing to and speaking like the audience are effective strategies for writing social media content.

2. Which of the following are examples of keeping social media content short and simple? Select all that apply.

Breaking up messages using headings, bullets, and lists (Correct)
Bolding important information (Correct)
Including jargon
Using mostly acronyms

Correct: It should be kept succinct and simple to the point when speaking of social media content, so headlines, bullets, and lists can be used to break a message up. It can also be done effectively by bolding vital information so that such key details are highlighted.

3. Fill in the blank: The personality a brand takes on in its communications, specifically the language used when writing content or interacting with an audience is called _____.

brand mission
brand values
brand voice (Correct)
brand tone

Correct: The voice of the brand denotes the personality through which a brand communicates within its messages, such as the kind of words employed and how these can be combined when creating content and interacting with target audiences.

4. Which of the following are examples of content that would be found in a company’s brand voice guidelines? Select all that apply.

Tone in different situations or on different platforms (Correct)
A brand’s mission and values (Correct)
Product pricing information
Common vocabulary and phrases (Correct)

Correct: A company’s voice of a brand defines its mission and values; common vocabulary and phrases; and tone differences for different occasions or platforms. It ultimately ensures consistent messaging and a cohesive brand identity across all communications.

5. Fill in the blank: Taking an amusing video clip or animation and turning it into a GIF is an example of _____.

brand voice
repurposing content (Correct)
a call to action
speaking like the audience

Correct: It is very much about the repurposed content – converting an entertaining video or cartoon into a GIF. It helps the brand reuse already existing materials in a different format for making them interesting and engaging for the audience.

6. Which of the following are examples of ways to make social media posts accessible? Select all that apply.

Alternative text (Correct)
Video and audio captioning (Correct)
Auto-play advertisements
Color contrast (Correct)

Correct: Color contrast is an important factor for accessibility in social media. To make the text readable, it should maintain a color contrast ratio of at least 4.5:1 to the background colors. The video’s audio captioning and other types of alternative texts can make accessible enhancements. Mentioning alternative text gives a description of images for screen readers so that users blind can access them. Video captioning introduces benefits for users who have hearing loss or cannot understand the language used in the video when it’s spoken. The combination of these features can make social media really for everyone.

7. Which of the following are ways to create visually engaging content for social media? Select all that apply.

Use simple graphics (Correct)
Use the same style
Use text that is easy to read (Correct)
Use principles of visual hierarchy (Correct)

Correct: Simple texts are vital for their aesthetic value in the creation of social media texts. Because they now have opportunities to read speedily without removing their attention from the visuals. These must come along with simple graphics and avoid crowding in detail, lest viewers suffer from information overload and confusion within moments. Elegance and simplicity in graphics keep messaging clean and direct. The presence or absence of visual hierarchy can also redirect users through the content by understanding the big picture before attending to particulars.

8. Which of the following are reasons why developing a brand voice is important to a company? Select all that apply.

Makes a brand more recognizable (Correct)
Build customers’ trust and loyalty (Correct)
Helps customers buy things faster on the website
Helps a company stand out on social media (Correct)

Correct: Creating a voice for your brand is important because it sets you apart from the competition on social media and focuses on the trust and loyalty of customers. Well-defined brand voice and recognition make a brand memorable and ensure that it is relatable for the audience.

FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 3

1. Which of the following are parts of social listening? Select all that apply.

Analyze competitors to predict their yearly sales revenue
Monitor the industry to determine potential stock market opportunities
Monitor social media platforms for mentions of the brand and any related keywords (Correct)
Analyze and plan actions based on information collected (Correct)

Correct: Correct

2. Imagine a company is using social listening to learn about what is happening in their industry. What can the company learn from social listening? Select all that apply.

Gaps in the industry that a new product or solution could help solve (Correct)
Trends or how the market is performing (Correct)
Major events or issues happening in the world that are relevant to a brand (Correct)
Companies to invest in

Correct: Correct

3. Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.

social media listening
social media engagement (Correct)
social media marketing
social media analysis

Correct: Correct

4. Based on social listening, a brand has learned a new product they recently launched is unpopular with their customers. How can they use social media engagement to improve their brand sentiment?

Address their customers’ pain points and answer questions (Correct)
Copy a competitor’s product
Promote a different product to distract customers
Respond to just the customers who liked the product

5. Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.

Creating content that will be most valuable to the audience based on data. (Correct)
Giving the audience helpful content that addresses their needs and pain points. (Correct)
Providing the audience with a log of past product launch dates.
Providing content that helps the audience imagine themselves interacting with a company’s product or service. (Correct)

Correct: Correct

6. What is a Tweet?

A platform for connecting and developing relationships with an audience.
Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio. (Correct)
The attitude and feelings people have about a brand on social media.
Someone who opts in to receive updates from a business or brand on a social media platform.

7. Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.

Keywords (Correct)
Website link (Correct)
Products and services (Correct)
Jargon

Correct: Correct

8. Which of the following are potential benefits of repurposing content? Select all that apply.

Saves time (Correct)
Helps determine which products to launch
Reaches audiences who missed content previously (Correct)
Gives content an SEO boost (Correct)

Correct: Correct

9. Which of the following are ways to achieve an authentic brand voice? Select all that apply.

Avoid complicated terminology (Correct)
Communicate naturally to the audience (Correct)
Use mostly acronyms or jargon
Treat your audience like a competitor

Correct: Correct

10. Fill in the blank: An instruction that tells the customer what to do next is called _____.

call to action (Correct)
brand voice
SEO
marketing

Correct: Correct

11. Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

Ability to address negative sentiment (Correct)
Increased customer acquisition (Correct)
Opportunities to analyze the competition (Correct)
Ability to act on assumptions

12. Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.

Social media repurposing
Social media optimization
Social media content
Social media engagement (Correct)

13. Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply.

Adding interesting visuals to Tweets (Correct)
Using hashtags (Correct)
Posting relevant, engaging content (Correct)
Posting infrequently

Correct: Correct

14. Which of the following are examples of repurposing content on social media? Select all that apply.

Answering questions with an existing article (Correct)
Creating blog posts based on short YouTube videos (Correct)
Creating a new podcast series
Writing new content

Correct: Correct

15. Which of the following would likely result from having an authentic brand voice? Select all that apply.

Audience has a negative brand sentiment
Audience gains familiarity with the brand (Correct)
Audience switches to a competitor
Audience feels comfortable engaging online (Correct)

Correct: Correct

16. Fill in the blank: A company asking its customer to visit their website is an example of _____.

repurposing content
a call to action (Correct)
brand sentiment
brand voice

Correct: Correct

17. What is a difference between social listening and social media engagement?

Social listening measures how competitors are creating social media content. Social media engagement creates and repurposes social media content.
Social listening measures how people are interacting with a company’s social media accounts and content. Social media engagement helps a company learn what is happening in their industry.
Social listening creates a company’s social media content. Social media engagement repurposes their social media content.
Social listening helps a company learn what is happening in their industry. Social media engagement measures how people are interacting with their social media accounts and content. (Correct)

Correct: Correct

18. Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply.

Respond to customers quickly (Correct)
Respond only to customers who have a positive brand sentiment
Provide excellent customer service (Correct)
Respond only to customers who want to purchase something

19. Fill in the blank: Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio is called a _____.

Tweet (Correct)
ping
message
follower

20. Which of the following are benefits to establishing brand voice guidelines? Select all that apply.

Serves as a useful reference when writing in a brand’s voice (Correct)
Provides helpful direction to someone new to the field or organization (Correct)
Provides information about a competitor’s branding
Helps contributors create content that reflects the brand (Correct)

21. Fill in the blank: Posting pictures of employees on social media is an example of _____.

repurposing
brand voice
social media engagement (Correct)
optimization

Correct: Correct

22. Which of the following can help a company learn more about what people think about their brand and what pain points their customers are experiencing with their products or services?

Call to action
Advertising
Social listening (CORRECT)
Branding

Correct: Correct

23. Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform.

A follower (CORRECT)
An echo
A ping
A Tweet

Correct: Correct

24. Which of the following are characteristics of an effective Twitter bio? Select all that apply.

Includes product list and pricing
Captures the brand’s personality (CORRECT)
Includes keywords (CORRECT)
Describes products and services (CORRECT)

Correct: Correct

25. Fill in the blank: _____ helps a company track and analyze conversations related to their brand and learn what is happening in their industry, such as trends or how the market is performing.

Social feedback
Social strategy
Social listening (CORRECT)
Social sentiment

Correct: Correct

26. Based on social listening, a brand has learned a new product they recently launched is unpopular with their customers. How can they use social media engagement to improve their brand sentiment?

Respond to just the customers who liked the product
Promote a different product to distract customers
Copy a competitor’s product
Address their customers’ pain points and answer questions (CORRECT)

Correct: Correct

27. Fill in the blank: Content that is _____ will be relevant over a long period of time.

Evergreen (CORRECT)
reused
new
repurposed

Correct: Correct

28. Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

Ability to act on assumptions
Opportunities to analyze the competition (CORRECT)
Increased customer acquisition (CORRECT)
Ability to address negative sentiment (CORRECT)

Correct: Correct

29. Which of the following is an example of a call to action on social media? Select all that apply.

Review a competitor
Take a quiz (CORREECT)
Answer a question (CORRECT)
Subscribe to a newsletter (CORRRECT)

Correct: Correct

30. What is a Tweet?

Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio. (CORRECT)
The attitude and feelings people have about a brand on social media.
Someone who opts in to receive updates from a business or brand on a social media platform.
A platform for connecting and developing relationships with an audience.

Correct: Correct

31. Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.

Determine which touchpoint a customer interacts with before making a purchase
Learn what products a competitor is planning to release in the future.
Identify a competitor’s mistakes to understand what not to do (CORRECT)
Understand what competitors do well and what customers like about them. (CORRECT)

Correct: Correct

32. Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply.

Respond only to customers who have a positive brand sentiment
Respond only to customers who want to purchase something
Provide excellent customer service (CORRECT)
Respond to customers quickly (CORRECT)

Correct: Correct

33. What is a benefit of monitoring customers’ online conversations about a brand?

It helps address negative feelings customers might have about a brand. (CORRECT)
It helps send bulk emails asking customers to share a review.
It helps encourage customers to share their thoughts on social media.
It helps gather information about customer demographics.

34. What information does a business typically gather when tracking its social media engagement?

The way customers interact with its competitors on social media and whether the customers will purchase from the business again
The number of customers who sign up for its email newsletter after interacting with its social media accounts
The number of touchpoints customers interact with on social media before purchasing from the business
The way customers interact with the business on social media and whether its content is useful to the customers (CORRECT)

35. A digital marketer aims to increase the number of likes, mentions, and shares a business receives on social media. How does social listening enable them to reach this goal?

By asking customers to share the business’s profile with friends and families
By removing any negative comments from customers and allowing them to address them privately
By helping them understand the target audience better and increase their engagement with the business (CORRECT)
By helping them share social media posts on several platforms and target different audiences

36. A digital marketer aims to increase the number of likes, comments, mentions, and shares a brand receives on social media. What best practice will help them reach this goal?

Make the brand’s voice on social media more personal by signing off on posts and addressing customers by their first name (CORRECT)
Send customers a quarterly promotional email and offer them a discount on all purchases by a certain date
Address multiple audiences using one writing style, tone of voice, and type of images across social media
Use words to describe the team, instead of using

37. When writing for social media, why should you research the type of words and phrases your audience uses?

It helps you communicate in a way they understand and are familiar with. (CORRECT)
It helps you maintain a consistent brand voice across social media channels.
It helps you keep posts short and simple to keep their attention.
It helps you include calls to action that are commonly used on each platform.

38. What is the benefit of using social listening to learn more about a competitor?

It helps to identify what customer service strategies the competitor uses
It helps to identify the competitors’ mistakes and what not to do (CORRECT)
It helps to determine how long it takes to purchase the competitors’ products
It helps to determine the best time to offer discounts

39. Fill in the blank: Posting pictures of employees on social media is an example of _____.

social media engagement (CORRECT)
optimization
brand voice
repurposing

40. A skincare company increases its social media engagement by hosting weekly live question-and-answer sessions with a dermatologist. How does this interactive content help the company increase engagement?

It positions the company as a credible source of information. (CORRECT)
It helps the company create a consistent brand voice across all marketing assets.
It displays the company’s social media content at the top of news feeds.
It improves the company’s response times.

41. A digital marketer notices that their business has gained a large number of new followers on Twitter in the last week. What does this increase likely indicate?

That other social media platforms are not relevant to the business and its audience
That people are ready to buy from the business and stop using competitors
That people spend a lot of time on social media and actively search for content
That they post engaging content and have influence in the space (CORRECT)

42. How can a digital marketer maintain a consistent brand voice across all marketing channels?

Use industry terminology, acronyms, and jargon to communicate professionally
Use one tone of voice across all platforms, even if the audience or the tone of the platform is different
Create brand voice guidelines to describe how the brand should be presented in writing (CORRECT)
Ask customers to complete a form to choose the tone of voice they prefer on each platform

43. A business learns that a large number of followers are interested in receiving frequent updates from them. They decide to use Twitter to post regular updates. How can they use Twitter to further engage with these followers?

By linking and tagging their competitors in a follower’s post
By asking followers to refer them to friends and family
By linking, tagging, retweeting, or replying to other people’s tweets (CORRECT)
By asking people to follow their other social media pages

44. A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?

They link and tag their competitors in their Tweets.
They add a product list and pricing to their Twitter bio.
They include text instead of images in their social media content calendar.
They promote their Twitter account on other marketing channels, such as email. (CORRECT)

45. A digital marketer uses social listening to learn more about a brand’s perception online. They notice that people regularly share complaints about their customer service. How can they use this information to gain positive customer engagement on social media?

Refer customers to the website and ask them to complete a form with their questions and concerns
Respond to customer questions quickly and provide them with resources that help them with their issues (CORRECT)
Create a social media post that states that response times vary depending on the importance of the query
Remove any negative comments from customers and contact them privately to address their issues.

46. What is a benefit of monitoring customers’ online conversations about a brand?

It helps gather information about customer demographics.
It helps address negative feelings customers might have about a brand. (CORRECT)
It helps encourage customers to share their thoughts on social media.
It helps send bulk emails asking customers to share a review.

47. A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?

Identify the most relevant keywords for the brand and its competitors (CORRECT)
Calculate the average level of engagement for brands in the industry
Determine the difference between the brand’s prices and its competitors
Create a single strategy for all social media platforms

48. What does social listening enable a marketer to do?

Respond to unhappy customers and adjust their marketing strategy (CORRECT)
Decrease campaign budget and rely on traditional marketing
Encourage negative comments about competitor brands on social media
Predict industry trends and how customers will respond

49. A digital marketer identifies how people think about a brand with the goal of engaging them effectively. Which process can they use to find this customer information?

Social listening (CORRECT)
Social testing
Social searching
Social tracking

50. Which of the following refers to the relationship between social listening and social media engagement?

Social listening analyzes conversations and trends about a business’s competitors. Social media engagement measures how people interact with the competitor on social media.
Social media engagement analyzes conversation and trends about a business and its industry. Social listening measures how much money customers spend on a brand.
Social listening tracks customer spending over a certain period. Social media engagement measures how many customer service queries are made during that period.
Social listening analyzes conversations and trends about a business and its industry. Social media engagement measures how people interact with a brand on social media. (CORRECT)

51. When writing for social media, how can you tailor your writing to each platform?

Use calls to action that are recognizable and commonly used on the platform
Adapt your tone to suit the platform’s tone (CORRECT)
Begin with highlighting customers’ needs and obstacles
Keep social media posts short and simple with bullets and lists

52. A digital marketer measures how people interact with a brand’s social media content and notices regular engagement, such as likes and mentions. How can the marketer use this information to increase customer engagement with the brand?

It keeps customers from purchasing products from competitors.
It helps customers know what to purchase.
It helps customers imagine what it might be like to work for the brand.
It helps a brand seem more personable and relatable. (CORRECT)

53. Why is showing images or videos of employees an effective social media engagement strategy?

It keeps customers from purchasing products from competitors.
It helps customers know what to purchase.
It helps customers imagine what it might be like to work for the brand.
It helps a brand seem more personable and relatable. (CORRECT)

54. A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?

They link and tag their competitors in their Tweets.
They add a product list and pricing to their Twitter bio.
They promote their Twitter account on other marketing channels, such as email. (CORRECT)
They include text instead of images in their social media content calendar.

55. A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?

It allows them to use the content as is and repost it on social media platforms.
It allows them to adapt and publish the content in different formats. (CORRECT)
It allows them to compare the content to their competitors’ high-performing posts.
It allows them to store the content in a portfolio for future inspiration.

56. A digital marketer creates a Twitter bio. They include what the business does, its products, and what makes them unique in a creative and original tone of voice. What additional information can they include to optimize their Twitter bio?

A link to the business’s website and its returns and refund policy
Relevant keywords and a list of top-performing Tweets
Relevant keywords and a link to the business’s website (CORRECT)
Photographs and infographics about the business’s products

57. Why should you develop a clear, consistent brand voice for social media?

It increases the number of comments on the brand’s social media pages.
It increases the value of the brand and the price of its offerings.
It increases current and potential customers’ familiarity with the brand. (CORRECT)
It increases the number of positive reviews on social media.

58. Fill in the blank: An instruction that tells the customer what to do next is called _____.

call to action (CORRECT)
brand voice
SEO
marketing

Listening and Engagement on Social Media CONCLUSION

The benefits of social listening for businesses remain unparalleled. By twitching their ears on conversations that matter regarding a business or service, companies can come to make vital conclusions on the needs and likings of customers. Also, it provides a real-time detection of negativity thus enabling responses to be made in time to safeguard the reputation of their brand.

Furthermore, social listening drives beyond customer insight to increased bonding of audiences with the brand and enhances the authority of the brand in its industry. If you would like to get more understanding about social media marketing, you could check some of the courses offered on this subject at Coursera.