Five core pillars of social media marketing

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

Week 1: Introduction to From Likes to Leads: Interact with Customers Online

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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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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 

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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