META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 2 – Social Media Management

Week 4: Evaluate Your Efforts

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TABLE OF CONTENT

This week you will learn how to evaluate and optimize your social media marketing efforts. You’ll practice using real world data to improve on your posts and optimize your efforts.

Learning Objectives

  • Analyze and iterate to increase your post effectiveness
  • Understand what social media optimization is
  • Evaluate and measure the effectiveness of your posts
  • Find the data insights and link them back to your KPIs

PRACTICE QUIZ: EVALUATE DATA FOR YOUR POSTS

1. On Facebook, marketing goals typically fall into three categories. Which of the following is NOT one of these categories?

  • Conversion
  • Generating Awareness
  • Page Views (CORRECT)
  • Engagement

Correct! The three categories include generating awareness for your company or products, engagement numbers, and conversions, not page views.

2. True or False: On the Overview summary page, Facebook allows you to check insights for individual posts.

  • True
  • False (CORRECT)

Correct! The Overview page in Insights is a one-stop-shop summary of your business page and does not provide insights for individual posts within your feed.

3. Three conversion metrics that are important to track include which of the following? (Select all that apply)

  • Number of clicks on your posts or links inside your posts
  • Sales resulting from social media (CORRECT)
  • Website visits from social media (CORRECT)
  • Number of leads resulting from social media (CORRECT)

Correct! Tracking whether transactions happened as a result of your social media activity can be hard, but start by tracking trends in sales and try to understand whether your increased social media activity seems to lead to an upwards trend in sales.

Correct! Generating traffic to your website from social media is often an important goal, and thus tracking website visits from social media can be a good place to start.

Correct! Tracking the number of Leads like capturing an email address, phone numbers, addresses, etc., resulting from your social media account activity can be another form of tracking conversions.

4. From the dashboard on the left navigation in Facebook Insights, you can explore which of the following?

  • An overview of the number of your followers
  • Your Total Page Likes
  • Total Reach
  • All the above (CORRECT)

Correct! Within your Insights, you can find data on followers, likes, audience reach, and much more under various tabs on the left navigation.

5. What does Total Reach measure?

  • How many times you’re mentioned online
  • Who’s purchasing what products from you
  • Total Reach measures how far and wide your content is going (CORRECT)
  • How many likes each post gets

Correct! This metric show the total number of people that view your content.

6. Choose the Engagement KPIs.

  • Likes, comments, clicks (CORRECT)
  • Audience, number of followers
  • Reach, impressions
  • Web traffic, leads

Correct! These KPIs tell you about your audience engagement.

7. What can you find on the Overview dashboard on Insights?

  • A snapshot of your followers, page likes, and reach. (CORRECT)
  • A list of your most recent five posts.
  • A place to compare your page to others.
  • All of the above

Correct! Your Overview dashboard is a snapshot of all the useful metrics you’ll need.

8. What kind of information can you discover in Insights? (Choose all that apply.)

  • Find out if someone saved an image.
  • When someone unfollows you. (CORRECT)
  • The Reach of a Facebook Story. (CORRECT)
  • If and when someone clicked on your website link. (CORRECT)

That’s right! You can find if someone unfollowed you in the Followers dashboard.

That’s right! You can find if someone saw something from your business page in the Reach dashboard.

That’s right! You can find if someone unfollowed you in the Actions on Page dashboard.

9. What can you find in the Content dashboard of Insights?

  • The reach of your promoted posts.
  • How many link clicks a Story received.
  • How many times a post was shared.
  • All of the above. (CORRECT)

Correct! You can find the above, and more, in the Content dashboard.

10. What’s the difference between “reach” and “impressions”?

  • “Reach” counts the amount of times a post has been seen regardless of account; “impressions” counts individual accounts that have seen your posts.
  • “Reach” counts actions, like clicking on a web links; “impressions” counts the amount of times a post has been seen regardless of account.
  • “Reach” counts individual accounts that have seen your posts; “impressions” counts the amount of times a post has been seen regardless of account. (CORRECT)
  • “Reach” counts individual accounts that have seen your posts; “impressions” counts how often someone clicks like or comments.

Correct! Keep the differences in mind as you analyze your metrics.

11. What can Insights tell you about your audience?

  • What other accounts they follow.
  • If there are audience segments following you that you didn’t know about. (CORRECT)
  • What language they speak.
  • How long your followers have followed you.

Correct! Insights shows you which demographics engage with your content — which may be outside of your target audience.

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QUIZ: EVALUATE YOUR EFFORTS

For ALL THE QUESTIONS in this quiz, you will apply what you have learned this week to a real-world scenario involving Calla & Ivy by referencing the following content calendar & audit. You have two options to access the Calla & Ivy Content Calendar and Audit that you need for these questions.

https://docs.google.com/spreadsheets/d/1XwQa2VVVm7D059idgqUKobbKGz8dUKbZ17PT3N24vN8/export?format=xlsx

1. Imra has started a Flower of the Week post on Twitter, to help educate her followers about the different types of flowers out in the world. Is Twitter the best platform for this type of post?

  • Yes
  • No (CORRECT)

Correct! The Flower of the Week posts are not doing so well. Posting on a platform where Calla & Ivy already have a strong following, such as a Facebook or Instagram, may be a better strategy.

2. Imra noticed a jump in new followers on Instagram on May 28. What could be a reasonable cause of that?

  • The “How to: Tend Summer Garden” story was shared many times (CORRECT)
  • The “Bouquet Creations” Post was shared many times
  • The “How to: Tend Summer Garden” story received many likes
  • The Graduation Bouquets image received many click-throughs

Correct! Imra posted an Instagram Story on May 28. It looks like it got shared relatively well, and gained some high impressions, so her new followers could be gardeners.  Usually, new followers come from current followers sharing a post.

3. Calla & Ivy is going to be hosting some summer classes on floral arrangement, and Imra has posted twice about it, once on May 20 and once on May 27. What could be the reason why the second post led to more sign-ups?

  • It had a video
  • It was posted at a different time of day
  • It was posted on a different platform
  • There was more information in the post (CORRECT)

Correct! For the post that created more engagement, Imra added class titles, a short description, dates, and times to the copy of the post. This information told her followers what was being offered without them having to click through a link and explore — which could have accounted for the greater engagement.

4. In honor of Fair Trade Day on May 13, Imra wanted to create some content to raise awareness around fair trade flower farms. Take a look at the blog post promotions from May 11, 12, and 13. What could be a lesson to take into future posts?

  • Nobody will click a link on Facebook if there’s already an image or video
  • The posts should ask a question in order to get better engagement
  • Creating content around a specific event doesn’t increase engagement
  • Including a video creates higher web traffic (CORRECT)

Correct! Our data does show us that the post with the video led to higher click-throughs and web traffic, so keep posting videos.

5. Imra has started sharing articles to Twitter she thinks her audience may find useful. What is something that Imra should keep in mind when reposting articles written by other people?

  • Imra should remember to include hashtags in her post
  • Imra should remember to track the metrics of the post.
  • Imra should remember to mention (@) the account or publication where she found the articles (CORRECT)

Correct! Always include a mention to alert the original poster you’ve shared their content. They may share your post with their audience, or start sharing some of your content. That kind of social media courtesy will increase engagement.

6. Since Calla & Ivy is a small business, and loves to support and work with the small businesses in the city, Imra has started featuring businesses in the neighborhood and how Calla & Ivy works with them through her Local Business Feature posts. What could be the reason for the high impression rate?

  • There’s a video with the post
  • The posts are being shared many times (CORRECT)
  • The posts are being posted on multiple platforms
  • People love to support small businesses

Correct!  Each of the Local Business features has a high number of shares, which could be the reason for the high impression rate.  This could be because audiences from both Calla & Ivy, as well as the local businesses, are sharing the post. The use of mentions and hashtags could be helping those in the local community find the post as well.

7. Considering that Calla & Ivy’s audience is on Twitter during the late afternoon and evening, how is Imra doing on her posting schedule?

  • Pretty good! Imra should not change her posting schedule.
  • Great! All posts are within that time.
  • The time you post something on social media doesn’t matter.
  • She is doing okay.  Imra needs to adjust some of her posting times. (CORRECT)

Correct! Imra might be missing more opportunities for engagement on Twitter by posting outside the audience time frame.

8. Which of the following is a social media platform that Calla & Ivy hasn’t used yet and should expand?

  • Facebook
  • Twitter
  • Pinterest (CORRECT)
  • Instagram

Correct! Calla & Ivy does not yet have a Pinterest presence.

9. Imra has started a Flower of the Week post, to help educate her followers about the different types of flowers out in the world. Unfortunately, engagement has been pretty low. Which options below could improve engagement?  (Choose all that apply)

  • Post at a different time or day (CORRECT)
  • Post at more consistent and regular times
  • Add a link to the website (CORRECT)
  • Post on a different platform (CORRECT)
  • Add a visual to the post

Correct!  Trying out different times or days would be a good action to take because she might find that it yields better results.

Correct!  Adding a link is one action she could take to improve engagement.

Correct!  Her Flower of the Week posts are not seeing high engagement on Twitter, so maybe by switching to a platform better suited for images, she could see a different result.

10. Take a look at Imra’s blog post promotions. Which post had the least readership on the website, and what insight would that give her for writing future blog posts? (Choose one)

  • The personal story post had the least traffic; include more personal stories in future blog posts to create more of a personal connection.
  • Seasonal flowers post had the least engagement; observe the qualities of posts that do well and edit your seasonal flower posts going forward. (CORRECT)
  • Best wedding flowers post had the least engagement; create more “best of” lists.
  • The Fair Trade Day post had the least engagement; write more blog posts around sustainability and worker concerns.

Correct! Where there was interest in the post about seasonal flowers, it didn’t create the highest number of click-throughs to the post. Not to say that Imra couldn’t create content like this in the future, but it’s good to be aware of what content does better than others.

11. Imra has started posting about the bouquet creations she makes for her clients, in order to showcase the flowers and her skills, which will hopefully draw more people to order something they haven’t seen before. Which bouquet creations posts are receiving higher engagement?

  • Bouquet creations posting later in the day
  • Bouquet creations featuring questions (CORRECT)
  • Bouquet creations posts that appear later in the week
  • Bouquet creations featuring only images

Correct! Imra started adding questions with some of her posts, and it turns out that they’re prompting more engagement. Going forward, Imra will start asking more questions.

12. Imra has started a Flower of the Week post, to help educate her followers about the different types of flowers out in the world. However, these posts are seeing very low engagement.  What could be a reasonable cause of the low engagement?

  • She is using the wrong platform (CORRECT)
  • Her audience does not like flowers
  • She is posting too late in the day
  • She is not using any visuals

Correct!  The focus of her Flower of the Week posts is an image, and Twitter is not a platform made specifically for images.  She should try another social media platform better suited for engaging with image posts, such as Instagram.

13. Imra makes a note of the important holidays throughout the month of May which might prompt her customers to purchase her flowers.  For each holiday, she has planned a post for Facebook with a link to her website and a purchase page.  Which holiday post was most successful with engagement?

  • Teacher’s Day
  • Memorial Day
  • Nurse’s Day
  • Mother’s Day (CORRECT)

Correct!  The metrics for the “Mother’s Day is Sunday” post had the highest numbers in every area of engagement.

14. Considering that Calla & Ivy’s audience is on Instagram during the early- to mid-afternoon, how is Imra doing on her posting schedule?

  • Great! All posts are within that time.
  • The time you post something on social media doesn’t matter.
  • Not good. Imra needs to adjust her posting time.
  • Pretty good! Most posts are between that time, but Calla & Ivy is still seeing good engagement from posts outside of the time frame. (CORRECT)

Correct! Most of the posts are hitting that time frame, and the others just outside of it still have good engagement.

15. Take a look at Imra’s blog post promotions. Which two posts created the most readership on the website, and what insight would that give her for writing future blog posts? (Choose two)

  • The Fair Trade Day post created high engagement; write more blog posts around sustainability and worker concerns. (CORRECT)
  • Seasonal flowers post had a lot of engagement; create more lists of seasonal flowers and plants.
  • The personal story post created a lot of traffic; include more personal stories in future blog posts to create more of a personal connection. (CORRECT)
  • Best wedding flowers post created a lot of engagement; create more “best of” lists.

Correct! The blog post that focused on fair trade flower farms created high engagement and high click-throughs to the post.

Correct! The blog post that contained a personal story of hers created high engagement and high click-throughs to the post.

16. Imra has started posting about the bouquet creations she makes for her clients, in order to showcase the flowers and her skills, which will hopefully draw more people to order something they haven’t seen before. Which bouquet creations posts are receiving lower engagement?

  • Bouquet creations posting later in the day
  • Bouquet creations featuring image and questions
  • Bouquet creations featuring only images (CORRECT)
  • Bouquet creations posts that appear later in the week

Correct! Notice that Bouquet creation posts perform better when there is also a question.

17. Calla & Ivy is going to be hosting some summer classes on floral arrangement, and Imra has posted twice about it, once on May 20 and once on May 27. What are some ways that Imra can gain more audience members for future promotional posts? (Choose all that apply)

  • Post on a different platform. (CORRECT)
  • Post at a different time of day.
  • Include all the information, such as class titles, descriptions, and dates. (CORRECT)

Correct! Imra could gain more audience members by branching out to different platforms.

Correct! For the post that created more engagement, Imra added class titles, a short description, dates, and times to the copy of the post. This information told her followers what was being offered without them having to click through a link and explore — which could have accounted for the greater engagement.

18. What is the importance of including a mention (@) of the account or publication where Imra found the articles to her posts?

  • It’s not a concern — no need for mentions in any shared content on social media.
  • Twitter can’t track metrics unless there’s an @ in the post.
  • It alerts the original poster that something they created has been shared, so that they and their audience become aware of and can engage with Calla & Ivy. (CORRECT)
  • It gives credibility to the post.

Correct! Always include a mention to alert the original poster you’ve shared their content. They may share your post with their audience, or start sharing some of your content. That kind of social media courtesy will increase engagement.

19. Considering that Calla & Ivy’s audience is on Facebook during the mid- to late-afternoon, how is Imra doing on her posting schedule?

  • Pretty good! Most posts are between that time, but Calla & Ivy is still seeing good engagement from posts outside of the time frame. (CORRECT)
  • The time you post something on social media doesn’t matter.
  • Not good. Imra needs to adjust her posting time.
  • Great! All posts are within that time.

Correct! Most of the post are hitting that time frame, and the others just outside of it still have good engagement.

20. Which platform has the lowest engagement for Calla & Ivy, and could use more strategy for improvement?

  • Pinterest
  • Instagram
  • Twitter (CORRECT)
  • Facebook

Correct! What few posts there are on Twitter aren’t doing great. A few strategies could be posting more frequently on Twitter, and cross-posting some of the great content from Facebook and Instagram to Twitter. Imra may need to go back and take another look at who her audience is on Twitter as well — they’re probably looking for different content than those on Facebook and Instagram.

21. Imra makes a note of the important holidays throughout the month of May which might prompt her customers to make a purchase of her flowers.  For each holiday, she has planned a post with a link to her website and a purchase page.  Based on the data, we can see that the Mother’s Day post received the most engagement, including the most click-throughs to the purchase page.  In addition to Mother’s Day being a more popular holiday for buying flowers, what is another possible cause for the higher engagement of this post?

  • A reminder of the holiday was posted a few days prior to the post (CORRECT)
  • The Mother’s Day post included an image
  • It was posted to Facebook
  • It was posted in the morning

Correct!  The Mother’s Day post with a link was posted on Friday, May 8, and a few days prior, on Tuesday, May 5, there was a post about the upcoming holiday.  This could be a possible cause for the higher engagement because customers had time to think about and consider the idea of buying flowers from Calla & Ivy on Mother’s Day.

22. Which platform has the highest engagement for Calla & Ivy?

  • Instagram
  • Facebook (CORRECT)
  • Twitter
  • Pinterest

Correct! Facebook has the highest engagement.

23. Imra wanted to broadcast the local Tulip Fest, on May 2, 3, and 9, to her followers in the hopes that it would boost engagement.  She chose to use Insta Live video to show her audience the festival as it was happening.  What could be a lesson to take into future posts?

  • Remind followers about the live video before it happens (CORRECT)
  • Do not use Insta Live again
  • Only use Insta Live for one day, not for consecutive days
  • Use Instagram Story instead of Insta Live

Correct: Correct!  Imra posted a reminder about the Insta Live event on May 7, two days before the final Tulip Fest live stream.  The Insta Live on May 9 had double the impressions and 4x as many comments as the videos from the previous weekend, and this could be one possible cause for that.

24. Take a look at Imra’s blog post promotions. Which post created the most readership on the website, and why might this have created the most traffic?

  • The best wedding flowers post created the most engagement because consumers like lists
  • The seasonal flowers post had the most engagement because seasonal flowers are the most popular item option for customers
  • The personal story post created a lot of traffic because the personal story created more of a personal connection (CORRECT)
  • The personal story post created a lot of traffic because it was posted at 11am

Correct: Correct! The blog post that contained a personal story of hers created high engagement and high click-throughs to the post. Review the Calla & Ivy

25. Imra has started posting about the bouquet creations she makes for her clients, in order to showcase the flowers and her skills, which will hopefully draw more people to order something they haven’t seen before. During what time of day are the bouquet creations posts most successful?

  • Bouquet creations posts that appear later in the week
  • Bouquet creations posting in the morning
  • It does not matter what time they are posted (CORRECT)
  • Bouquet creations posting in the evening

Correct: Correct! All the bouquet creation posts were posted at the same time.

26. Imra started posting “How to” Instagram stories for various topics and noticed that her followers were very interested in these, based on the number of shares and impressions.  She is planning her next “How to” Instagram story videos for the following month, and wants to use her insights to determine which topics her followers would most be interested in.  Which topic should she choose?

  • Maintaining flowers
  • Color schemes for bouquets
  • Caring for house plants
  • Home Gardening (CORRECT)

Correct: Correct!  Based on the data in the content calendar and audit, we see that the “How to: Tend summer garden” story received significantly more shares and impressions, which could signify that her audience is most interested in the topic of gardening.

27. Imra noticed a jump in new followers on Facebook on May 11. What could be a reasonable cause of that?

  • The “Flower of the Week” image on May 11
  • The Fair Trade Day content blog post on May 11 (CORRECT)
  • The Tribute to Moms images on May 11
  • The Bouquet Creations image on May 11

Correct: Correct! This particular blog post had many impressions, which could have led to new followers.

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