potential benefits of using social listening

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

Week 3: Listening and Engagement on Social Media

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Table of CONTENT

Listening and Engagement on Social Media INTRODUCTION

Social Listening is a critical component of successful social media marketing. It involves actively monitoring conversations taking place across the social web and engaging with customers in meaningful ways. Listening to customer feedback allows businesses to gain valuable insights into their target market, enabling them to make more informed decisions about their products, services, campaigns, and more.

By using Social Listening tools such as Google Digital Marketing and E-commerce Professional Certification from Coursera, businesses can monitor customer conversations happening on different platforms and analyze relevant data. This allows them to identify trends in customer sentiment about their brand or product, recognize potential opportunities for growth, understand what resonates with customers the most, and respond appropriately to negative feedback or issues.

Learning Objectives

  • Define social listening and discuss why it’s important.
  • Introduce popular social listening tools and how to use them.
  • Provide tips for effective social listening.
  • Understand how to boost engagement on social media.
  • Discuss how to communicate and develop relationships with customers.
  • Discuss how to respond to different types of customer communication on social media.
  • Understand how to write, design, and repurpose engaging content for social media.
  • Describe how to develop a brand voice on social media.

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 is the process of tracking and analyzing conversations and trends related to a company’s brand. Social listening can help a company identify problems customers are having with a brand. The company can then offer a solution to these problems on social media.

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 comes after the pound symbol that indicates that a piece of content relates to a specific topic or category. Hashtags are a kind of digital label that help people find content across social media 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 an example of keywords that can help a company find conversations about their brand. Other examples include brand and product names and hashtags related to 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 insights gained from social media can help a company adjust their marketing strategy to fit the current marketplace. It also helps them create content their followers are interested in and come up with new ideas based on 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: Hubspot, Sprout Social, and Hootsuite are all social listening tools a company can use to track and analyze conversations and trends related to their brand.

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: Social media sentiment is the attitude and feelings people have about a brand on social media. Learning how people feel about a brand helps to demonstrate what is working with the social media marketing strategy and what needs to change.

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: Hashtags are a kind of digital label that indicates a piece of content relates to a specific topic or category. This makes content easier to find.

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 measures how people are interacting with a company’s social media accounts and content. Studying engagement can help a company determine whether their content resonates with an audience.

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: Social media engagement measures how people are interacting with a company’s social media accounts and content. Studying engagement can help a brand determine whether the content they create resonates with their audience.

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: A company can increase their audience’s engagement on social media by responding to comments and mentions or to users talking about their brand. A company can also increase engagement by providing excellent customer service and developing an authentic, personal voice.

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: In addition to holding contests, a company can entice people to engage with their social media accounts by posting polls, developing quizzes, and spotlighting customers.

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: Liking, tagging, retweeting, and replying to other people’s Tweets are all ways a company can demonstrate engagement.

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: A company can increase its followers on Twitter by Tweeting frequently, using hashtags, and including visuals. Increasing followers is important because a company can reach its followers with organic content every time they post.

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: Tweeting frequently will help increase followers. Feeds on Twitter move quickly, so posting new content often can help a company maximize engagement. Companies can also engage with audiences often and use hashtags to help increase their followers on Twitter. Using hashtags will help increase followers. Hashtags make posts searchable and can help new followers find a company’s account. Companies can also engage with audiences often and Tweet frequently to help increase their followers on Twitter.

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: Breaking up messages using headlines, bullets, and lists is an example of keeping social media content short and simple. Another example is bolding important information. Bolding important information is an example of keeping social media content short and simple. Another example is breaking up messages using headlines, bullets, and lists.

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: Brand voice is the personality a brand takes on in its communications, specifically the language used when writing content or interacting with an audience.

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 brand’s mission and values are an example of content that would be found in a company’s brand voice guidelines. Common vocabulary and phrases are examples of content that would be found in a company’s brand voice guidelines. Tone in different situations or on different platforms are an example of content that would be found in a company’s brand voice guidelines.

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: Taking an amusing video clip or animation and turning it into a GIF is an example of repurposing content.

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 a feature that can be used to make social media more accessible. Color contrast ratios measure the light emitted from the lighter color against the darker color. For images in social media, using a color contrast of at least 4.5:1 between text and background color can make text more readable. Video and audio captioning and alternative text are also features that can make social media more accessible. Alternative text is a feature that can make social media more accessible. Alternative text is a description added to an image so screen readers can present the description to users who are blind. Video and audio captioning and color contrast are also features that can make social media more accessible. Video captioning is a feature that can make social media more accessible. Captioning audio assists those without hearing or with some hearing loss and those whose native language isn’t the one being used. Alternative text and color contrast are also features that can make social media more accessible.

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: Using text that is easy to read is a way to create visually engaging content for social media. Text should be easy to read so it does not distract users from the full impact of visuals. Using simple graphics is a way to create visually engaging content for social media. Graphics that have too many details aren’t fully understood or appreciated in a few seconds. Keeping graphics simple and elegant helps a message remain clear. Using visual hierarchy is a way to create visually engaging content for social media. Visual hierarchy enables users to observe overall meaning before they gather details from individual elements.

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: Developing a brand voice is important because it can help a company stand out on social media and allow them to build customer trust and loyalty. Additionally, developing a brand voice makes a brand more recognizable.

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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

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

Correct: Correct

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

Correct: 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

Correct: Correct

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

Correct: 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

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

Correct: Correct

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

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

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

Correct: 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

Correct: 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

Correct: Correct

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

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

Correct: Correct

Listening and Engagement on Social Media CONCLUSION

As you’ve read, social listening has numerous potential benefits for your business. By regularly monitoring relevant conversations, you can gain valuable insights into your customers’ needs and wants. You can also use social listening to detect negative sentiment in real-time and respond accordingly.

Additionally, social listening can help you build relationships with customers and develop your brand’s authority. If you want to learn more about social media marketing, join the learning experience on Coursera.

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