why is setting goals for a social media marketing campaign important

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

Week 2: Social Media Strategy, Planning, and Publishing

Google Digital Marketing & E-commerce Professional Certificate

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Social Media Strategy, Planning, and Publishing INTRODUCTION

The Google Digital Marketing & E-commerce Professional Certificate, offered through Coursera, will teach you about setting goals for a social media marketing campaign. You’ll learn how to develop a successful social media strategy and plan and publish effective campaigns on various platforms. This course will provide you with an understanding of business objectives that can be achieved through social media marketing efforts and tactics for identifying target audiences and building your brand identity online.

You’ll also understand the differences between paid, owned, earned, and organic social media marketing methods and recognize how to use each of these approaches to maximize your results. Additionally, you’ll gain insight into determining the right time and frequency for publishing content for optimal engagement.

Learning Objectives

  • Define the goals of a social media campaign.
  • Explain how to identify a target audience on social media.
  • Determine how to choose social media platforms for a campaign.
  • Discuss different types of social media content and the formats in which they can be presented.
  • Understand how to build a brand identity on social media.
  • Determine how to publish content at the right time and with the right frequency.
  • Understand how to use social media management tools.
  • Develop a social media calendar.

TEST YOUR KNOWLEDGE: SOCIAL MEDIA MARKETING STRATEGIES

1. What content does common social media buckets include? Select all that apply.

  • Educational (Correct)
  • Promotional (Correct)
  • Sensational
  • Rational
  • Inspirational (Correct)

Correct: Common social media content buckets include content that is entertaining, educational, inspirational, conversational, and promotional.

2. Which of the following are examples of entertaining social media content? Select all that apply.

  • Jokes (Correct)
  • Memes (Correct)
  • Giveaways (Correct)
  • Case studies

Correct: Entertaining social media content includes: viral videos, jokes, comics, giveaways, and memes.

3. Why is educational social media content important for a company’s brand?

  • It can make a company’s brand seem more authentic and reinforce their message, values, and vision.
  • It can give social media users an immediate impression of a company’s brand.
  • It can build trust in the company’s brand and position it as an industry leader with information and wisdom to share.  (Correct)
  • It can give audiences a chance to ask questions, comment, and react immediately to what they are experiencing.

Correct: Educational social media content is important for a company’s brand because this type of content can build trust in the brand and position it as an industry leader with information and wisdom to share.

4. How can a company create inspirational social media content?

  • Offer coupons, discounts, or free gifts for sign-ups that can boost sales and encourage people to buy things they may not have purchased before.
  • Provide video trainings, infographics, industry research, case studies, FAQs, and tips.
  • Begin conversations with the target audience by suggesting a topic or viewpoint, then inviting the audience to join the dialogue.
  • Build case studies, find testimonials and quotes, share amazing facts and trivia, and tell personal stories.  (Correct)

Correct: To create inspirational content, a company can build case studies, find testimonials and quotes, share amazing facts and trivia, and tell personal stories.

5. Which type of social media content encourages a company’s audience to engage with them?

  • Inspirational
  • Educational
  • Conversational (Correct)
  • Promotional

Correct: Conversational content encourages a company’s audience to engage with them. Educational content builds trust in a company’s brand and positions them as an industry leader with information and wisdom to share.

6. Which of the following are examples of promotional social media content? Select all that apply.

  • Discounts (Correct)
  • Infographics
  • Coupons (Correct)
  • Polls

Correct: Promotional content includes coupons, discounts, or free gifts for sign-ups. These can boost sales and encourage people to buy things they may not have purchased before.

7. What does it mean for a SMART goal to be measurable?

  • When someone can determine objectively that it has been met (Correct)
  • When someone can hold another person accountable for it
  • When someone can be physically measured
  • When someone can know exactly what they want to achieve

Correct: A goal is measurable when someone can determine objectively that it has been met.

8. Which of the following describes a company’s social media target audience?

  • The specific group of people a company’s competitors want to reach on social media platforms
  • The specific group of people who are most likely to be interested in the content, products, and services of competitors
  • The specific group of people a company wants to reach on social media platforms (Correct)
  • Tracking social media platforms for mentions and conversations about a brand to target what audiences like and don’t like

Correct: Social media target audience is the specific group of people a company wants to reach on social media platforms.

TEST YOUR KNOWLEDGE: PLAN AND PUBLISH CONTENT

1. How often should a digital marketer post when using platforms with chronological feeds?

  • Every hour
  • Multiple times a day (Correct)
  • Once a day
  • Three times a week

Correct: For platforms with chronological feeds, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.

2. Fill in the blank: For _____ platforms, it is better to publish quality content less frequently. Too many posts can result in a drop in engagement.

  • user-driven
  • chronological
  • algorithm-based (Correct)
  • seasonal

Correct: For algorithm-based platforms, it is better to publish quality content less frequently. Too many posts can result in a drop in engagement.

3.1. What are the benefits of using a social media calendar? Select all that apply.

  • They can organize content in a centralized location (Correct)
  • They are able to schedule posts in advance (Correct)
  • They are able to edit livestreaming videos
  • They can have stakeholders review or approve posts (Correct)

Correct: Using a social media calendar enables a digital marketer to schedule their posts in advance. This saves them time and enables them to maintain a consistent posting schedule. It allows a digital marketer to organize all of the content for their posts in one centralized location and makes it easier to share their social media calendar with stakeholders for review.

3.2. What are the benefits of using a social media calendar? Select all that apply.

  • Schedule posts in advance (Correct)
  • Allow stakeholders to review or approve posts (Correct)
  • Organize content in a centralized location (Correct)
  • Generate engagement posts automatically

Correct: Using a social media calendar enables a digital marketer to schedule their posts in advance. This saves them time and enables them to maintain a consistent posting schedule. It allows a digital marketer to organize all of the content for their posts in one centralized location and makes it easier to share their social media calendar with stakeholders for review.

4. What are the elements of a social media calendar? Select all that apply.

  • The cost of each post
  • The date and time the post will go live (Correct)
  • The links to any assets (Correct)
  • The topic of the post (Correct)

Correct: Each entry in a social media calendar usually includes these elements: the date and time the post will go live, the topic of the post, and the links to any assets.

5. What steps does a digital marketer need to take to develop their social media calendar? Select all that apply.

  • Identify platforms (Correct)
  • Create an influencer budget
  • Decide on data to track (Correct)
  • Review current content (Correct)

Correct: To develop a social media calendar, a digital marketer needs to first identify the social media platforms they want to post on. Then, they need to review their current content. They should assess things like what types of posts get the most engagement. Next, they need to decide what data they want their social media content calendar to track.

6. What do social media algorithms do?

  • Sort posts based on interest
  • Sort posts based on relevancy (Correct)
  • Display the latest published content first
  • Display the oldest published content first

Correct: Social media algorithms sort posts in a user’s feed based on relevancy rather than the order in which they are published.

7. What is the purpose of inspirational content?

  • To appeal to people who are on the platform to enjoy themselves
  • To make a brand seem more authentic and reinforce the brand’s message, values, and vision (Correct)
  • To build trust in a brand and position a brand as an industry leader with information and wisdom to share
  • To encourage an audience to engage with a brand

Correct: The purpose of inspirational content is to make a brand seem more authentic and reinforce the brand’s message, values, and vision.

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FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 2

1. Increasing web traffic and gaining customer insights are examples of what kind of goals?

  • Virtual marketing goals
  • Social media marketing goals (Correct)
  • Customer awareness marketing goals
  • E-commerce marketing goals

Correct: Correct

2. How can a company identify their target audience? Select all that apply.

  • Predict the income range of customers who will shop online
  • Compile information about their current customers and followers (Correct)
  • Research what social media platforms their target audience uses (Correct)
  • Assess how people engage with their brand (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

3. When trying to determine the right social media platform, why should a company think about their goals?

  • Every business goal can be reached with social media, so the company should invest in a platform that matches what they are trying to achieve.
  • A company should set different, individualized goals for every social media platform.
  • Various platforms have targeted, hidden fees, so a company should examine their budget goals to choose the most cost-effective option.
  • Different social media platforms offer different advantages, so a company should choose the one that is
  • better equipped to help them achieve their goals. (Correct)

4. Fill in the blank: _____ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand.

  • Conversational content
  • Educational content
  • Entertaining content (Correct)
  • Inspirational content

Correct: Correct

5. Which of the following are examples of educational content? Select all that apply.

  • How-to posts (Correct)
  • Industry research (Correct)
  • Viral videos
  • Case studies (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

6. Which of the following are examples of conversational content? Select all that apply.

  • Memes
  • FAQs
  • Advice (Correct)
  • Polls (Correct)

Correct: Correct

Correct: Correct

7. Consider the following scenario: A digital marketer records a product demonstration to showcase the company’s newest arrival. If they post this recording to one of the company’s social media platforms, what content format are they using?

  • Video (Correct)
  • GIF
  • Image
  • Link

Correct: Correct

8. For algorithm-based platforms, why is it better to publish quality content less frequently?

  • Fewer posts are easier to develop
  • Singular posts always stand out to users
  • Too few posts create demand and user interest
  • Too many posts can cause a drop in engagement (Correct)

9. How can a social media calendar help a digital marketer avoid making major mistakes in their posts?

  • It enables a digital marketer to predict user reactions and comments ahead of time, and deletes any posts that might receive a negative response.
  • It provides a digital marketer with the ability to collaborate with an editor to review grammar, punctuation, and syntax mistakes before publishing.
  • It allows a digital marketer to remove any unfavorable posts at any point, and replaces them with ones that trend positively with users.
  • It allows a digital marketer to check for spelling errors and typos, fact check, and ensures that all of their links and images are correct in advance.  (Correct)

10. Fill in the blank: When a digital marketer is ready to develop a social media calendar, they first need to identify the _____ they want to post on.

  • social media platforms (Correct)
  • customer reviews
  • influencer blogs
  • competition’s websites

Correct: Correct

11. What is a company trying to identify when they ask these questions: What problems are customers struggling with? What issues do customers have that our products or services could help solve?

  • Their customer’s interests
  • Their potential customers’ social media preferences
  • Their audience’s traffic to their website
  • Their target audience’s needs (Correct)

Correct: Correct

12. Fill in the blank: A digital marketer should also consider their _____ when choosing social media platforms because brand identity and business type should factor into the decision.

  • sales
  • budget
  • company
  • competition (incorrect)

Correct: Correct

13. Which are common social media content buckets? Select all that apply.

  • Societal
  • Inspirational (Correct)
  • Educational (Correct)
  • Promotional (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

14. Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision.

  • Educational content
  • Conversational content
  • Promotional content
  • Inspirational content (Correct)

15. Which of the following are examples of promotional content? Select all that apply.

  • Coupons (Correct)
  • Video trainings
  • Free gifts for sign-ups (Correct)
  • Discounts (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

16. What are the benefits of using a social media calendar? Select all that apply.

  • Schedule posts in advance (Correct)
  • Allow stakeholders to review or approve posts (Correct)
  • Organize content in a centralized location (Correct)
  • Generate engagement posts automatically

Correct: Correct

Correct: Correct

Correct: Correct

17. What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.

  • Review former platforms and expired user metrics
  • Decide on data to track (Correct)
  • Establish a workflow and review process (Correct)
  • Make a content library (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

18. Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.

  • costs associated with each platform
  • the variety of advertisements on each platform
  • how different platforms work
  • the diversity of the users (incorrect)

19. Which of the following are examples of entertaining content? Select all that apply.

  • Rewards
  • Infographics
  • Comics (Correct)
  • Contests (Correct)

Correct: Correct

Correct: Correct

20. Which are examples of content formats for social media? Select all that apply.

  • Discount codes
  • Written posts (Correct)
  • Polls (Correct)
  • Links (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

21. Fill in the blank: For platforms with _____, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.

  • linear feeds
  • chronological feeds (Correct)
  • intermittent feeds
  • asynchronous feeds

Correct: Correct

22. Which tool can help digital marketers manage and organize their social media publishing schedule?

  • An editable document
  • A social media calendar (Correct)
  • A reviewable feed of all posts
  • A shared media log

Correct: Correct

23. Why is setting goals for a social media marketing campaign important? Select all that apply.

  • Measures a company’s success (Correct)
  • Holds a company accountable (Correct)
  • Determines a company’s best digital marketers
  • Guides a company’s budget (Correct)

24. What type of content can build trust in a company’s brand and position them as an industry leader with information and wisdom to share?

  • Conversational content
  • Promotional content
  • Inspirational content
  • Educational content (Correct)

Correct: Correct

25. What types of information should a company compile in order to identify their target audience? Select all that apply.

  • Marital status
  • Language (CORRECT)
  • Location (CORRECT)
  • Age (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

26. Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.

  • the variety of advertisements on each platform
  • the diversity of the users
  • costs associated with each platform
  • how different platforms work (CORRECT)

Correct: Correct

27. Fill in the blank: _____ talks about a company’s products and services with the intent of marketing them to current customers and drawing in new followers.

  • Conversational content
  • Educational content
  • Promotional content (CORRECT)
  • Entertaining content

Correct: Correct

28. What does a digital marketer need to consider when determining the best time to publish content? Select all that apply.

  • When it best aligns with working business hours
  • When their most exclusive users are on the platform
  • When their target audience is active online (CORRECT)
  • When they have their best performing posts (CORRECT)

Correct: Correct

Correct: Correct

30. Each entry in a social media calendar contains which elements? Select all that apply.

  • Priority
  • Time (CORRECT)
  • Topic (CORRECT)
  • Date (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

29. How can a social media calendar help a digital marketer avoid making major mistakes in their posts?

  • It enables a digital marketer to predict user reactions and comments ahead of time, and deletes any posts that might receive a negative response.
  • It provides a digital marketer with the ability to collaborate with an editor to review grammar, punctuation, and syntax mistakes before publishing.
  • It allows a digital marketer to check for spelling errors and typos, fact check, and ensures that all of their links and images are correct in advance. (CORRECT)
  • It allows a digital marketer to remove any unfavorable posts at any point, and replaces them with ones that trend positively with users.

Correct: Correct

Social Media Strategy, Planning, and Publishing cONCLUSION

Completing this course will give you a profound understanding of social media marketing from strategy to execution. You’ll know how to develop and carry out a social media marketing campaign that helps you achieve specific business goals while building your brand identity on social media.

Paid, owned, earned, and organic content will make more sense to you after taking this course, as well as how to time your posts for maximum effect. Join the learning experience in Coursera today!

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