COURSE 3 – FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE QUIZ ANSWERS
Week 1: Introduction to From Likes to Leads: Interact with Customers Online
Google Digital Marketing & E-commerce Professional Certificate
Coursera Answers Study Guide
Introduction to From Likes to Leads Answers: Interact with Customers Online INTRODUCTION
The Introduction to From Likes to Leads: Interact with Customers Online course, part of Coursera’s Google Digital Marketing & E-commerce Professional Certificate program, will provide you with an in-depth look into the world of social media marketing.
You’ll learn about the importance of social media for businesses, how to use different platforms for campaigns, and the five core pillars that form a successful social media strategy. Through lectures and case studies, you’ll understand how choosing the right platform can further your business objectives and reach target audiences more effectively. With this knowledge, you’ll be able to create a tailored plan for using social media to promote your products or services online.
Learning Objectives
- Define social media marketing and describe its purpose.
- Describe the benefits of social media marketing.
- Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising.
- Understand the difference between paid, owned, and earned social media marketing.
- Describe how social media marketing fits into the marketing funnel.
TEST YOUR KNOWLEDGE: UNDERSTAND SOCIAL MEDIA MARKETING
1. Fill in the blank: _____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Google Ad purchasingF
- Print advertising
- Social media marketing (Correct)
- Smart bidding
Correct: Social media marketing is the process of creating content for different social media platforms in order to drive engagement and promote a business or product. Social media marketing enables a company to connect with their customers, so they better understand the company’s brand.
2. What are the benefits of social media marketing? Select all that apply.
- Targets the competition’s customer base
- Improves brand awareness (Correct)
- Drives traffic to a company’s website (Correct)
- Builds stronger relationships with existing customers (Correct)
Correct: Social media marketing improves brand awareness, drives traffic to a company’s website, and builds stronger relationships with existing customers.
3. What are the five core pillars of social media marketing? Select five.
- Strategy (Correct)
- Listening and engagement (Correct)
- Analytics and reports (Correct)
- Educating and promoting
- Paid social media (Correct)
- Planning and publishing (Correct)
Correct: The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign.
4. Which of the following statements about earned media are true? Select all that apply.
- It is a personal or public promotion of a brand or product. (Correct)
- It does not require a paid promotion. (Correct)
- It is any form of digital promotion a brand pays to put online.
- It is all the digital content a brand fully controls.
Correct: Earned media is a personal or public promotion of a brand or product. All earned media is organic, which means that it does not require a paid promotion. Paid media is any form of digital promotion a brand pays to put online.
5. Which are examples of owned social media? Select all that apply.
- Blog sites (Correct)
- User-generated content
- Video ads
- Community forums (Correct)
Correct: Blog sites and community forums are examples of owned social media.
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Weekly Breakdown | Google Study Guides | Back to Top
FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 1
1. What enables companies to connect with their customers in order to help customers better understand their brand?
- Virtual marketing
- Social media marketing (Correct)
- Customer awareness marketing
- E-commerce marketing
Correct: Correct
2. Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.
- cost effective (Correct)
- referral driven
- audience focused
- incentive based
3. Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
- D: It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
- It can help to predict necessary budget cuts.
- It can help to forecast potential product sales and revenue.
- It can help to inform and tailor a company’s marketing strategy to that audience. (Correct)
Correct: Correct
4. Which of the following are core pillars of social media marketing? Select all that apply.
- Planning and publishing (Correct)
- Sales and advertising
- Analytics and reporting (Correct)
- Listening and engagement (Correct)
5. Consider the following scenario:
A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post.
Which core pillar of social media marketing is this company working on?
- Analyzing and strategizing
- Listening and reporting
- Planning and publishing (Correct)
- Timing and engaging
Correct: Correct
6. Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
- Recognize the performance of the social media campaign. (Correct)
- Increase customers’ positive experience with a competitor’s brand.
- Understand what people think about the brand. (Correct)
- Learn about what content resonates best with the audience. (Correct)
7. Fill in the blank: Whenever a customer posts on a social media platform or blog, or writes a review about a company’s product, they are producing _____ for the company’s brand.
- paid media
- promotional media
- earned media (Correct)
- owned media
Correct: Correct
8. Fill in the blank: _____ media is all the digital content a brand fully controls.
- Copyright
- Owned (Correct)
- Trademark
- Paid
9. Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media.
- Organic
- Paid (Correct)
- Owned
- User-based
Correct: Correct
10. Fill in the blank: The social media marketing funnel begins in the _____ with potential customers learning about a company’s brand.
- conversion stage
- awareness stage (Correct)
- consideration stage
- loyalty stage
Correct: Correct
11. In which stage of the marketing funnel is it important to capitalize on the interest people have already shown?
- Consideration stage
- Awareness stage
- Audience stage
- Conversion stage (Correct)
Correct: It is important to capitalize on the interest people have already shown during the conversion stage of the marketing funnel. In this stage, paid remarketing campaigns may help to reach people who have already shown interest in a brand.
12. Which of the following are benefits of social media marketing? Select all that apply.
- Build stronger relationships with existing customers (Correct)
- Decrease brand awareness
- Drive traffic to a company’s website (Correct)
- Target new customers (Correct)
Correct: Targeting new customers, driving traffic to a company’s website, and building stronger relationships with existing customers are all benefits to social media marketing.
13. Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Social media marketing (CORRECT)
- Digital media development
- Virtual social marketing
- Interactive online analysis
Correct: Correct
14. Which of the following are benefits of social media marketing? Select all that apply.
- Reduce cart abandonment
- Increase brand awareness (CORRECT)
- Target new customers (CORRECT)
- Generate leads (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
15. How does social media marketing help companies build stronger relationships with their existing customers?
- It shares specialized promotions in order to attract more exclusive customers to the company’s site, so new users are aware of each time the company releases a new product or has a sale.
- It enables a company to gain more insight by researching what competitors are doing, so the company can help emulate what is working for others.
- It gives a company the opportunity to build their customers’ trust, help them solve problems, and show them that the company cares about their needs and opinions. (CORRECT)
- It narrows down a company’s audience to precisely the customers they want to target, so they can avoid spending their marketing budget on a wider audience.
Correct: Correct
16. What will define the primary goals of your social media marketing campaign?
- Analytics and reporting
- Planning and publishing
- Sales
- Strategy (CORRECT)
Correct: Correct
17. When planning and publishing social media content, it is important to do which of the following? Select all that apply.
- Learn what content resonates best with the audience
- Have a consistent presence (CORRECT)
- Consider timing and frequency (CORRECT)
- Schedule posts in advance (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
18. What can help a company to find out how many positive mentions they got in a particular month or how many people they are reaching on different platforms from one month to the next?
- Virtual media analysis
- Social media results
- Digital marketing metrics
- Social media analytics (CORRECT)
Correct: Correct
19. What is paid media?
- Any content about a brand on a third-party site
- Any form of digital promotion a brand pays to put online (CORRECT)
- Any brand’s social media profiles or community forums
- Any user-generated content about a brand on social media
Correct: Correct
20. Fill in the blank: During the ____, a company can use paid remarketing campaigns to reach people who have already shown interest in the company’s brand.
- awareness stage
- conversion stage (CORRECT)
- loyalty stage consideration stage
Correct: Correct
21. Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.
- cost effective (CORRECT)
- audience focused
- referral driven
- incentive based
Correct: Correct
22. Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.
- increase sales revenue
- target new customers (CORRECT)
- make up lost leads
- gain valuable information
Correct: Correct
23. Which of the following are core pillars of social media marketing? Select all that apply.
- Sales and advertising.
- Analytics and reporting (CORRECT)
- Listening and engagement (CORRECT)
- Planning and publishing (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
24. Fill in the blank: ______ can help a company understand what people think about their brand, which can inform their marketing and product-development decisions.
- Audience engagement
- Social listening (CORRECT)
- Customer awareness
- Virtual consulting
Correct: Correct
25. Which are the three types of digital media? Select three.
- Borrowed
- Earned (CORRECT)
- Owned (CORRECT)
- Paid (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
26. Fill in the blank: _____ media is all the digital content a brand fully controls.
- Paid
- Owned (CORRECT)
- Trademark
- Copyright
Correct: Correct
Correct: Correct
Correct: Correct
27. Consider the following scenario:
A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media.
This user-generated content is an example of which type of media?
- Paid
- Earned (CORRECT)
- Owned
- Borrowed
Correct: Correct
28. Consider the following scenario:
- Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors.
- What action should the company take to set their brand apart from the competition?
- Develop social media content that relates to the purchases potential customers have already made.
- Capture product sales of potential customers who fit the target audience.
- Nurture relationships with potential customers, so the company can remain in their minds.
- Provide potential customers with more detailed information about the brand. (CORRECT)
Correct: Correct
29. Fill in the blank: The first core pillar of social media marketing is ___.
- planning and publishing
- strategy (CORRECT)
- paid social media
- listening and engagement
Correct: Correct
Correct: Correct
30. Fill in the blank: The first core pillar of social media marketing is ___.
A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time.
Which core pillar is this company working on?
- Strategy
- Planning and publishing
- Listening and engagement
- Analytics and reporting (CORRECT)
Correct: Correct
31. What is a benefit of owned media?
- It promotes user-generated content related to the company.
- It incentivizes customers to market a company’s brand on social media.
- It enables a company’s brand to reach consumers who are not actively searching for them.
- It allows a company to control the conversation surrounding their brand on social media. (CORRECT)
Correct: Correct
32. A marketer promotes a product on social media by including a link to the product page. What benefit of social media marketing does this refer to?
- It increases traffic to a website (CORRECT)
- It provides useful insights
- It increases the number of employees
- It builds relationships with existing customers
33. Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
- It can help to inform and tailor a company’s marketing strategy to that audience. (CORRECT)
- It can help to predict necessary budget cuts.
- It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
- It can help to forecast potential product sales and revenue.
34. How does a digital marketer use the planning and publishing pillar to reach new customers effectively?
- They can determine how many positive mentions the brand received in a particular month. (CORRECT)
- They can better control and target their marketing with paid social media.
- They can reach their audience when they are most likely to engage with the content.
- They can learn a lot about people’s opinions of the brand through social listening.
35. A customer creates the following social media post:
“Exceptional quality and customer service with a smile! I would highly recommend @thebusiness”
What is this customer’s review an example of?
- Earned media (CORRECT)
- Customer media
- Owned media
- Paid media
36. What enables companies to connect with their customers in order to help customers better understand their brand?
- E-commerce marketing
- Social media marketing (CORRECT)
- Customer awareness marketing
- Virtual marketing
37. A digital marketer is interested in using social media to promote a business but is unsure if it is within their budget. What benefit of social media marketing will help them decide?
- Most social media pages cater to high-income audiences who are ready to spend
- It is common practice to require less staff when creating social media profiles
- Most social media platforms allow businesses to sign up and create a profile for free (CORRECT)
- Social media displays high-quality products at the top of visitors’ feeds
38. Why is social media a cost-effective way to reach customers?
- It allows businesses to generate more high-priced sales than any other tool.
- It automatically increases product prices when a business receives large volumes of traffic.
- It allows businesses to reach a targeted audience based on interests and demographics. (CORRECT)
- It allows any business or content to appear at the top of all users’ feeds.
39. A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?
- Listening and engagement (CORRECT)
- Analytics and reporting
- Paid social media
- Strategy
40. Which of the following is a benefit of paid social media campaigns?
- Customer service questions and concerns generally decrease with paid social media
- Timing and frequency are not factors to consider in paid social media
- Paid social media tracks audiences online and monitors their conversations
- Paid social media generally reaches a broader audience than organic posts (CORRECT)
41. Which of the following is true about earned, owned, and paid media?
- Earned, owned, and paid media refer to the digital content a brand fully controls, such as its website.
- When used together instead of separately, each type of media does not require paid promotion.
- User-generated content, such as videos, images, and reviews, is common in earned, owned, and paid media.
- When used together, each type of media can improve brand awareness, generate leads, and increase sales. (CORRECT)
42. What platforms can a business use to generate owned media?
- Customer reviews, testimonials, and other user-generated content
- Blog sites, community forums, and Facebook or Instagram profiles (CORRECT)
- Shares, retweets, and likes
- Image ads, video ads, and story ads
43. How can paid social media impact owned and earned media?
- Paid media increases organic traffic and gives a business ownership of all earned media.
- Paid media helps target customers that owned and earned media do not have access to.
- Paid media helps promote content which increases earned media and directs traffic to owned media. (CORRECT)
- Paid media helps promote competitors, which increases queries about the business’s owned and earned media.
44. A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?
- The conversion stage
- The awareness stage (CORRECT)
- The consideration stage
- The loyalty stage
45. After you develop your social media strategy, what is the next core social media marketing pillar?
- Listening and engagement
- Analytics and reporting
- Planning and publishing (CORRECT)
- Paid social media
46. How does influencer marketing increase the effectiveness of a paid social media strategy?
- It rewards customers for sharing and engaging with the business’s social media content. (CORRECT)
- It allows the business to control social media conversations surrounding its products and services.
- It generates more paid media for the business, such as image and video ads.
- It targets customers who might be interested in the business but are not actively searching for it.
47. A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?
- The consideration stage (CORRECT)
- The loyalty stage
- The awareness stage
- The conversion stage
48. Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Interactive online analysis
- Virtual social marketing
- Digital media development
- Social media marketing (CORRECT)
49. A digital marketer interacts with users online to improve their experiences with a brand. They track conversations and trends related to the brand. What process are they using to determine what users think about the brand?
- Analytics tracking
- Social listening (CORRECT)
- Social media planning
- Data collecting
50. What is social media marketing?
- The act of familiarizing people with a particular business or product.
- The practice of using digital tools that enable users to create and share content publicly.
- The process of creating content for different social media platforms in order to drive engagement and promote a business or product. (CORRECT)
- The method of using marketing channels to deter potential customers away from the competition.
51. Why is social media an effective tool for targeting new customers?
- People are already active and available on social media platforms because they are interacting with family, friends, and businesses. (CORRECT)
- Social media automatically directs customers to a website when they view a post on business’s timeline.
- Business promotions appear more frequently on social media feeds than on any other platform.
- Social media provides valuable insights into a business’s competition.
52. Fill in the blank: The first core pillar of social media marketing is ___.
- paid social media
- listening and engagement
- planning and publishing
- strategy (CORRECT)
53. Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
- Increase customers’ positive experience with a competitor’s brand
- Recognize the performance of the social media campaign (CORRECT)
- Learn about what content resonates best with the audience (CORRECT)
- Understand what people think about the brand
54. A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?
- It targets high-income customers who shop for services instead of products.
- It provides valuable insights into a company’s competitors and their budget.
- It helps companies share content that raises brand awareness and attracts new customers. (CORRECT)
- It helps companies share long-form articles and build solid relationships with existing customers.
55. According to the five core pillars of social media marketing, what do you identify during the strategy pillar?
- How to study social media engagement and identify what content is popular with an audience
- Which social media platforms and content will work best for a campaign (CORRECT)
- How to schedule social media posts in advance and maintain a consistent presence online
- Which social media analytics tools will measure a campaign’s performance
56. Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?
- Remarketing provides detailed information about the business and what makes it better than the competition.
- Remarketing provides detailed information to help attract attention and raise brand awareness.
- Remarketing reaches people who have already made a purchase and incentivizes them to make a repeat purchase.
- Remarketing reaches people who have already shown an interest in a business and offers them incentives to complete a purchase. (CORRECT)
57. A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?
- It directs an audience to a business’s website to increase purchases.
- It offers valuable insights about an audience’s likes, dislikes, and interests.
- It allows businesses to share product features and updates with audiences.
- It offers valuable insights about a business’s competitors. (CORRECT)
Introduction to From Likes to Leads: Interact with Customers Online conclusion
As you’ve seen, social media marketing is essential to any digital marketing strategy. By understanding the importance of social media and how to use it effectively, you can create a campaign that promotes your business or product and generates leads and sales. The Coursera course Social Media Marketing will teach you everything you need to know about using social media for marketing purposes.
You’ll learn how to develop a social media marketing strategy, choose the right platform for your campaign, publish content that resonates with your audience, engage with customers and Influencers, measure your results, and more. Sign up today and learn how to use social media to achieve your marketing goals.
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