COURSE 3 – FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE QUIZ ANSWERS
Week 4: Social Media Analytics and Reporting
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Social Media Analytics and Reporting INTRODUCTION
Social media analytics and reporting is an essential components of Social Media Marketing, and it’s essential for any successful social media campaign. Social media analytics help marketers understand how their campaigns perform, measure the success of those efforts, determine what content resonates with their audience, in orders to tailor a social media report for your audience, and make informed decisions about future strategies.
Through this course – part of Coursera’s Google Digital Marketing & E-commerce Professional Certificate Program – you will gain a comprehensive understanding of Social Media Analytics and Reporting by exploring core concepts such as tracking keywords and trends, gathering audience insights, analyzing performance metrics, and creating in-depth reports. You will also explore some of the most popular tools used to analyze data from social platforms, such as Twitter Analytics and Facebook Insights.
Learning Objectives
- Define social media analytics and describe its importance.
- Identify metrics to track using social media analytics.
- Describe popular analytics tools and their benefits.
- Understand how to use the data gathered from social media analytics as a decision-making and improvement tool.
- Learn what to include in a social media report.
- Introduce common social media reporting software and describe how it is used.
- Learn best practices for presenting a social media report.
TEST YOUR KNOWLEDGE: SOCIAL MEDIA ANALYTICS
1. What is social media analytics?
- Tracking, collecting, and analyzing data about an organization’s business decisions
- Tracking, collecting, and analyzing data from social media platforms (Correct)
- Tracking and gathering data through observation
- Tracking and gathering information that describes qualities or characteristics
Correct: Social media analytics is the process of tracking, collecting, and analyzing data from social media platforms. You use this data to improve your organization’s strategic business decisions.
2. Social media analytics can help you better understand your audience and choose the best platforms for your content. What are the additional benefits of social media analytics? Select four.
- Learn from your competitors. (Correct)
- Learn what content drives results. (Correct)
- Improve your strategy. (Correct)
- Measure your social media return on investment, or ROI. (Correct)
- Observe the language people use when talking about your business.
Correct: The benefits of social media analytics include: learning what content drives results; learning from your competitors; measuring social media ROI; and improving your strategy.
3. What do brand awareness metrics measure?
- The attention your brand receives across all social media platforms during a reporting period. (Correct)
- The number of approval actions that a post receives relative to your total number of followers.
- The likelihood that a customer would recommend your product to a friend.
- The completion of an activity that contributes to the success of your business.
Correct: In the awareness stage of the marketing funnel your goal is to capture your audience’s attention. To measure that, you track metrics related to brand awareness. Common brand awareness metrics include impressions and potential reach.
4. In the conversion stage of the marketing funnel, a business measures how customers are guided to their website from specific social media platforms. What metric does this describe?
- Referrals (Correct)
- Impressions
- Testimonials
- Applause rate
Correct: Once potential customers decide to make a purchase, they enter the conversion stage. At this point, a business can measure the referrals they receive on specific platforms to learn how people are guided to their website.
5. Imagine that your brand uses analytics to identify emerging trends on social media. How does this impact your marketing strategy?
- You can share your content on different platforms based on engagement.
- You can create content that aligns with the best-performing content from your competitors.
- You can create real-time marketing content that is relevant to what people are most interested in at any given time. (Correct)
- You can customize content for your customers based on their personas.
Correct: Tracking social media trends helps you learn what content, products, and advertising are creating the most interest online. You use this information to create relevant, real-time marketing content that people are interested in.
6. Which of the following is the process of tracking, collecting, and analyzing data from social media platforms to improve your organization’s strategic business decisions?
- Social media synthesis
- Social media dissection
- Social media commentary
- Social media analytics (Correct)
Correct: Social media analytics is the process of tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions.
7. Which metric provides information about the number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to your total number of followers?
- Referrals
- Applause rate (Correct)
- Potential reach
- Conversions
Correct: Applause rate is the number of approval actions that a post receives relative to your total number of followers.
8. What information can a company gain from tracking their competitor’s engagement data? Select all that apply.
- Which content resonates with the company’s own audience
- Which platforms their competitor’s content is shared on most (Correct)
- Which of their competitor’s influencers are most effective at promoting their content (Correct)
- Which of their competitor’s content performs best (Correct)
Correct: Tracking a competitor’s engagement data can help a company gain information about their success factors, including which of their content performs best, which platforms their content is shared on most, and which influencers are most effective at promoting their content.
9. Which of the following is a document that presents and tracks relevant data about your social media activities?
- Social feed report
- Social media report (Correct)
- Social activity report
- Social platform report
Correct: A social media report is a document that presents and tracks relevant data about your social media activities. Social media reports allow you to visualize and present social media data, justify a strategy to colleagues or clients, and gain valuable insights.
10. Which of the following are ways a digital marketer can present a social media report effectively? Select all that apply.
- Connect with the audience emotionally. (Correct)
- Pace the presentation. (Correct)
- Check in with the audience periodically. (Correct)
- Question the audience about the data.
Correct: When presenting a social media report to an audience it is important to connect with the audience emotionally, pace the presentation to make sure the audience is following, and check in with the audience periodically to ensure that they are understanding the data.
TEST YOUR KNOWLEDGE: SOCIAL MEDIA MARKETING REPORTS AND PRESENTATIONS
1. What is a social media report?
- A document that presents and tracks relevant data about your business’s social media activities. (Correct)
- A graphic representation of projected engagement with your brand’s social media content.
- A metric that helps predict future customer engagement by asking if customers would recommend your product to a friend.
- A measurement used to gauge how successful your organization has been at reaching a business or marketing goal.
Correct: Social media reports allow marketers to present their social media data in an easy-to-understand way. These reports can help marketers justify their data-driven strategy and decisions to colleagues and clients.
2. What do marketers need to consider when crafting a social media report? Select all that apply.
- How to design one generic report that is general enough to work for different audiences
- How to tailor the report for the audience (Correct)
- How frequently to deliver the report (Correct)
- What data to include that is most relevant to the audience (Correct)
Correct: The report needs to include the data most relevant to the audience, including the company’s social media key performance indicators.
3. When presenting a social media report, what can you do to make sure the audience is following along? Select all that apply.
- Speak slowly (Correct)
- Save questions for the end
- Use intentional pauses (Correct)
- Keep sentences brief (Correct)
Correct: Using intentional pauses helps to pace the presentation and ensure the audience is following along. It is also important to speak slowly and keep sentences brief.
4. Why is it important to prepare for a presentation in advance? Select all that apply.
- You can feel calm and more confident when you present. (Correct)
- You can share findings in advance, rather than presenting in front of an audience.
- You can identify likely questions and come up with answers. (Correct)
- You can find possible issues before you present, like awkward phrasing. (Correct)
Correct: Preparing ahead of time helps you identify the types of questions your audience might have and come up with good answers. To help you prepare, you might practice delivering your presentation to members of your team and ask for feedback.
5. Consider the following scenario:
A marketer delivers a social media report presentation to company leadership. An audience member asks an important but not directly related question about how the findings relate to another department’s work. The marketer addresses their key points and pivots the discussion to accommodate the audience.
What presentation best practice does this example describe?
- Be flexible (Correct)
- Connect with your audience
- Check in
- Pace yourself
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FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 4
1. What is true of quantitative data? Select all that apply.
- It describes characteristics.
- It can be counted. (Correct)
- It can be compared on a numeric scale. (Correct)
- It describes qualities.
Correct: Correct
Correct: Correct
2. Imagine that a company launches a social media campaign for their newest product. What process can help them learn how well their audience is receiving the campaign?
- Marketing funnel design
- Social media analytics (Correct)
- Social media marketing
- Customer engagement
Correct: Correct
3. Imagine that a marketer compiles demographic information about their target audience on social media. They use this information to refine their marketing tactics. What benefit of social media analytics does this describe?
- The ability to choose the best platforms
- The ability to learn what content drives results
- The ability to learn from your competitors
- The ability to better understand your audience (Correct)
Correct: Correct
4. Fill in the blank: Social media goals determine _____.
- which stakeholders you share data with
- the goals of the larger marketing campaign you are working on
- the goals of your business
- which metrics you focus on and optimize (Correct)
Correct: Correct
5. In the loyalty stage of the marketing funnel, a business wants to predict future customer engagement. They ask current customers if they would recommend the company’s product to a friend. What metric does this describe?
- Net Promoter Score (Correct)
- Applause rate
- Brand awareness
- Conversions
6. Imagine that a marketer tracks shares and retweets across social media. They spot an emerging trend that their audience is sharing posts about. How should they use this information?
- Identify and track new metrics that better align with their current marketing content.
- Create real-time marketing content aligned with this emerging trend. (Correct)
- Develop content aligned with this trend later, after updating social media marketing goals.
- Learn if competitors are responding to this trend and whether their content is successful.
Correct: Correct
7. What is a key performance indicator (KPI)?
- A summary of social media marketing spending projections used to budget for future campaigns.
- A collection of data and campaign highlights used for sharing marketing campaign results with managers.
- A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal. (Correct)
- A document that presents and tracks relevant data about social media activities.
Correct: Correct
8. What factors should you consider to help you decide how frequently to present social media reports? Select all that apply.
- How the insights will be used (Correct)
- What data will be reported (Correct)
- Who collected the data
- Where the data is from
Correct: Correct
Correct: Correct
9. In a social media report, what is the benefit of visualizing data with charts or graphs?
- To help an audience understand the information in the report (Correct)
- To justify the selection of specific social media analytics tools
- To include additional data that may not fit in a written narrative
- To describe the procedure for collecting data
Correct: Correct
10. Consider the following scenario:
A marketer delivers a social media report presentation to a small group of stakeholders. They include a compelling statistic and a positive customer review from a social media post. The marketer says: “And this is only one of many positive comments!”
What presentation best practice does this example describe?
- Pace yourself
- Be flexible
- Check in periodically
- Connect with your audience (Correct)
11. Imagine that a marketer needs to determine if a social media campaign increases awareness of their brand. They use analytics tools to count the total number of followers gained on each social media platform over a set period of time. What benefit of social media analytics does this describe?
- The ability to choose the best platforms
- The ability to better understand your audience
- The ability to learn from your competitors
- The ability to measure your social media ROI (Correct)
Correct: Correct
12. Each social media goal has related metrics that help you do what?
- Determine the goal’s return on investment
- Measure the impact of paid media
- Determine where a customer is in the marketing funnel
- Measure progress towards that goal (Correct)
Correct: Correct
13. As customers reach the conversion stage of the marketing funnel, a business decides to track how customers were guided to their website from specific platforms. What metric does this describe?
- Testimonials
- Brand awareness
- Referrals (Correct)
- Applause rate
Correct: Correct
14. Consider the following scenario:
Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly.
What social media reporting practice does this describe?
- Reporting on key performance indicators
- Tailoring the report to the audience (Correct)
- Delivering the report with the right frequency
- Emphasizing campaign highlights
15. Fill in the blank: An effective social media report provides context, which helps the audience _____.
- review the key campaign strategy update recommendations
- validate the campaign’s return on investment
- determine why the campaign may have gotten the results it did
- understand the report and connect to the story the data is telling (Correct)
Correct: Correct
16. Consider the following scenario:
A marketer delivers a social media report presentation to a small group of stakeholders. Between each slide, the marketer briefly pauses. They also speak in slow, easy-to-understand sentences.
What presentation best practice does this example describe?
- Be flexible
- Pace yourself (Correct)
- Connect with your audience
- Check in periodically
Correct: Correct
17. What is the difference between qualitative and quantitative data?
- Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.
- Qualitative data describes qualities or characteristics. Quantitative data can be counted or compared on a numeric scale. (Correct)
- Quantitative data is collected after launching a social media campaign. Qualitative data is collected before launching a social media campaign.
- Quantitative data describes qualities or characteristics. Qualitative data can be counted or compared on a numeric scale.
18. In the awareness stage of the marketing funnel, a business measures the attention they receive across all social media platforms during a reporting period. What metric does this describe?
- Testimonials
- Fill in the blank: Social media analytics is the process of _____.
- Brand awareness
- Conversions (Correct)
- Applause rate
19. Imagine that a marketer wants to make their brand seem more authentic. To do that, they decide to customize content based on customer personas. What can they do to put this strategy into practice?
- Prioritize sharing one type of content on multiple social media platforms.
- Deliver general content to a wide audience, so customers frequently experience branded content.
- Create content tailored to a local audience by referencing local issues, interests, or locations. (Correct)
- Reference historic social media trends by sharing marketing content from previous campaigns.
Correct: Correct
20. What do social media reports allow marketers to do?
- Provide valuable insights to colleagues or clients. (Correct)
- Justify their strategy to colleagues or clients based on the data.
- Summarize the total cost of a social media campaign. (Correct)
- Visualize and present their social media data in an easy-to-understand way. (Correct)
21. What should the analysis section of a social media report include?
- A recommendation for how to best adjust the strategy for the next campaign
- An evaluation and explanation of why the campaign may have gotten the results it did (Correct)
- An explanation of the campaign’s total cost and return on investment
- A summary of the report’s context to help the audience connect to the story the data is telling
22. Imagine that a marketer tracks, collects, and analyzes data from social media platforms. they use this information to improve their company’s strategic decisions. What process does this describe?
- Competitor trend spotting
- Competitor engagement metrics
- Social media analytics (Correct)
- Social media listening
Correct: Correct
23. Which of the following best describes the relationship between social media goals and metrics?
- Social media goals track quantitative data, while metrics track qualitative data. (Correct)
- Social media goals are defined by the metrics you choose to track.
- Social media goals determine which metrics you focus on and optimize.
- Social media goals are used in place of marketing funnel metrics.
24. Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?
- They should stop sharing longer posts on Facebook and update their Instagram content strategy.
- They should continue to publish similar content on Facebook and adjust their content strategy for Instagram. (Correct)
- They should revisit and adjust their social media marketing goals to align with their content performance.
- They should stop posting content on Instagram and update their Facebook content strategy.
25. What is a social media key performance indicator (KPI) used to assess?
- Whether a social media marketing strategy is effective (Correct)
- Whether a marketer is tracking the most relevant social media metrics
- Whether a social media campaign has had a sufficient return on investment
- Whether a social media campaign’s goals are relevant
Correct: Correct
26. Fill in the blank: Social media analytics is the process of _____.
- soliciting, collecting, and reporting on marketing campaign feedback from company stakeholders
- designing a preliminary social media strategy before launching a marketing campaign
- tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions (Correct)
- measuring and monitoring how well marketing goals align with business goals
Correct: Correct
27. Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?
- The ability to learn what content drives results (Correct)
- The ability to better understand your audience (Incorrect)
- The ability to learn from your competitors
- The ability to choose the best platforms
Correct: Correct
28. What does it mean to tailor a social media report for your audience? Select all that apply.
- Include more or less detailed data on specific items, depending on your audience. (Correct)
- Design a standard, generic report that works for more than one audience.
- Adapt the report to the needs of your audience. (Correct)
- Present information that your audience wants to know. (Correct)
Correct: Correct
Correct: Correct
Correct: Correct
29. What is qualitative data?
- Data that can be compared on a numeric scale.
- Data that is used in analytics.
- Data that describes qualities or characteristics.
- Data that can be counted. (Correct)
30. Consider the following scenario:
A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.”
What presentation best practice does this example describe?
- Be flexible
- Guide your audience (Correct)
- Be prepared
- Pace yourself
Correct: Correct
31. What do social media reports allow marketers to do? Select all that apply.
- Summarize the total cost of a social media campaign.
- Provide valuable insights to colleagues or clients. (CORRECT)
- Justify their strategy to colleagues or clients based on the data. (CORRECT)
- Visualize and present their social media data in an easy-to-understand way. (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
32. Consider the following scenario:
Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly.
What social media reporting practice does this describe?
- Tailoring the report to the audience (CORRECT)
- Reporting on key performance indicators
- Delivering the report with the right frequency
- Emphasizing campaign highlights
Correct: Correct
Social Media Analytics and Reporting CONCLUSION
Understanding social media analytics is critical for any sized business that wants to compete in today’s digital world. As you’ve seen through this blog post, there are many different aspects to consider when measuring your social media performance. While it may seem like a lot at first, it will become second nature with practice. And, as with anything worth doing, the effort put into understanding and utilizing social media analytics will pay off in spades for your business.
Ready to get started? Coursera offers multiple courses on various social media topics, including one specifically devoted to social media analytics tools and best practices. Join the learning experience today and see how to use data-driven decision-making to improve your social media marketing strategy tomorrow.
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