From Likes to Leads: Interact with Customers Online
Weekly challenge 1
1.
Question 1
A marketer creates interactive content for a brand’s Facebook page. Their goal is to promote a product and increase customer engagement. What marketing process did they follow?
1 / 1 point
Interactive product marketing
Social media marketing
Traditional marketing
Brand marketing
2.
Question 2
A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?
1 / 1 point
It directs an audience to a business’s website to increase purchases.
It allows businesses to share product features and updates with audiences.
It offers valuable insights about a business’s competitors.
It offers valuable insights about an audience’s likes, dislikes, and interests.
3.
Question 3
Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.
1 / 1 point
increase sales revenue
gain valuable information
make up lost leads
target new customers
4.
Question 4
According to the five core pillars of social media marketing, what do you identify during the strategy pillar?
1 / 1 point
How to study social media engagement and identify what content is popular with an audience
Which social media platforms and content will work best for a campaign
Which social media analytics tools will measure a campaign’s performance
How to schedule social media posts in advance and maintain a consistent presence online
5.
Question 5
A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?
1 / 1 point
Analytics and reporting
Paid social media
Strategy
Listening and engagement
6.
Question 6
Which of the following is a benefit of paid social media campaigns?
1 / 1 point
Timing and frequency are not factors to consider in paid social media
Paid social media tracks audiences online and monitors their conversations
Customer service questions and concerns generally decrease with paid social media
Paid social media generally reaches a broader audience than organic posts
7.
Question 7
Which of the following is true about earned, owned, and paid media?
1 / 1 point
When used together, each type of media can improve brand awareness, generate leads, and increase sales.
User-generated content, such as videos, images, and reviews, is common in earned, owned, and paid media.
Earned, owned, and paid media refer to the digital content a brand fully controls, such as its website.
When used together instead of separately, each type of media does not require paid promotion.
8.
Question 8
What platforms can a business use to generate owned media?
1 / 1 point
Blog sites, community forums, and Facebook or Instagram profiles
Image ads, video ads, and story ads
Customer reviews, testimonials, and other user-generated content
Shares, retweets, and likes
9.
Question 9
What is a benefit of owned media?
1 / 1 point
It promotes user-generated content related to the company.
It allows a company to control the conversation surrounding their brand on social media.
It incentivizes customers to market a company’s brand on social media.
It enables a company’s brand to reach consumers who are not actively searching for them.
10.
Question 10
Consider the following scenario:
Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors.
What action should the company take to set their brand apart from the competition?
1 / 1 point
Provide potential customers with more detailed information about the brand
Develop social media content that relates to the purchases potential customers have already made
Capture product sales of potential customers who fit the target audience
Nurture relationships with potential customers, so the company can remain in their minds
Weekly challenge 2
1.
Question 1
Fill in the blank: By defining the goals of your social media campaign, you make yourself _____.
1 / 1 point
free from any responsibilities
accountable for accomplishing them
appealing to your audience
likely to take risks
2.
Question 2
What questions help to identify a target audience’s needs? Select all that apply.
1 / 1 point
What issues do customers have that our products or services could help solve?
How often do customers shop online?
What problems are customers struggling with?
What do customers do in their free time?
3.
Question 3
Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _____.
1 / 1 point
costs associated with each platform
the diversity of the users
the variety of advertisements on each platform
how different platforms work
4.
Question 4
A marketer posts amusing and interesting memes that help audiences relate to a brand. What type of content is this?
1 / 1 point
Entertaining content
Promotional content
Inspirational content
Conversational content
5.
Question 5
Which of the following are examples of educational content? Select all that apply.
1 / 1 point
How-to posts
Industry research
Viral videos
Case studies
6.
Question 6
A marketer suggests topics or viewpoints, then invites the audience to join the discussion on social media. What type of content is this?
1 / 1 point
Educational content
Promotional content
Conversational content
Entertaining content
7.
Question 7
Which of the following are examples of content formats for social media? Select all that apply.
1 / 1 point
Polls
Links
Written posts
Discount codes
8.
Question 8
For algorithm-based platforms, why is it better to publish quality content less frequently?
1 / 1 point
Fewer posts are easier to develop.
Too many posts can cause a drop in engagement.
Singular posts always stand out to users.
Too few posts create demand and user interest.
9.
Question 9
A digital marketer schedules posts in advance and organizes content in a centralized location. What tool enables them to do this?
1 / 1 point
A reviewable feed of all posts
A social media calendar
A shared media log
An editable document
10.
Question 10
A digital marketer decides which data to track and establishes a workflow and review process. What does this process refer to?
1 / 1 point
Developing a social media calendar
Reviewing former platforms
Reviewing expired user metrics
Developing social media assets
Weekly challenge 3
1.
Question 1
What is a benefit of monitoring customers’ online conversations about a brand?
1 / 1 point
It helps encourage customers to share their thoughts on social media.
It helps send bulk emails asking customers to share a review.
It helps address negative feelings customers might have about a brand.
It helps gather information about customer demographics.
2.
Question 2
A digital marketer identifies how people think about a brand with the goal of engaging them effectively. Which process can they use to find this customer information?
1 / 1 point
Social searching
Social tracking
Social listening
Social testing
3.
Question 3
What information does a business typically gather when tracking its social media engagement?
1 / 1 point
The number of customers who sign up for its email newsletter after interacting with its social media accounts
The way customers interact with the business on social media and whether its content is useful to the customers
The way customers interact with its competitors on social media and whether the customers will purchase from the business again
The number of touchpoints customers interact with on social media before purchasing from the business
4.
Question 4
Which of the following refers to the relationship between social listening and social media engagement?
1 / 1 point
Social media engagement analyzes conversation and trends about a business and its industry. Social listening measures how much money customers spend on a brand.
Social listening analyzes conversations and trends about a business’s competitors. Social media engagement measures how people interact with the competitor on social media.
Social listening tracks customer spending over a certain period. Social media engagement measures how many customer service queries are made during that period.
Social listening analyzes conversations and trends about a business and its industry. Social media engagement measures how people interact with a brand on social media.
5.
Question 5
Why is showing images or videos of employees an effective social media engagement strategy?
1 / 1 point
It helps customers know what to purchase.
It helps customers imagine what it might be like to work for the brand.
It helps a brand seem more personable and relatable.
It keeps customers from purchasing products from competitors.
6.
Question 6
Fill in the blank: Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio is called a _____.
1 / 1 point
follower
message
Tweet
ping
7.
Question 7
Which of the following are characteristics of an effective Twitter bio? Select all that apply.
1 / 1 point
Captures the brand’s personality
Includes product list and pricing
Describes products and services
Includes keywords
8.
Question 8
A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?
1 / 1 point
It allows them to store the content in a portfolio for future inspiration.
It allows them to adapt and publish the content in different formats.
It allows them to use the content as is and repost it on social media platforms.
It allows them to compare the content to their competitors’ high-performing posts.
9.
Question 9
How can a digital marketer maintain a consistent brand voice across all marketing channels?
1 / 1 point
Create brand voice guidelines to describe how the brand should be presented in writing
Use industry terminology, acronyms, and jargon to communicate professionally
Use one tone of voice across all platforms, even if the audience or the tone of the platform is different
Ask customers to complete a form to choose the tone of voice they prefer on each platform
10.
Question 10
Fill in the blank: An instruction that tells the customer what to do next is called _____.
1 / 1 point
call to action
brand voice
marketing
SEO
Weekly challenge 4
1.
Question 1
What is the difference between qualitative and quantitative data?
1 / 1 point
Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.
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.
Qualitative data describes qualities or characteristics. Quantitative data can be counted or compared on a numeric scale.
2.
Question 2
A company launches a social media campaign for its new service. What tool can help them measure the campaign’s traffic and sales on different platforms?
1 / 1 point
Qualitative analytics
Social media analytics
Traffic analytics
Customer analytics
3.
Question 3
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?
1 / 1 point
The ability to learn what content drives results
The ability to predict behavior
The ability to learn from your competitors
The ability to improve your strategy
4.
Question 4
What can you use to measure progress toward a goal?
0 / 1 point
Social media metrics
Marketing funnels
Campaign timelines
Customer feedback
5.
Question 5
A marketer would like to monitor brand awareness across social media platforms. Which of the following metrics will help with measuring brand awareness?
1 / 1 point
Number of mentions, retweets, and referrals
Number of testimonials, assessments, and interviews
Number of shares, mentions, and impressions
Number of reviews, comments, and endorsements
6.
Question 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?
1 / 1 point
Develop content aligned with this trend later, after updating social media marketing goals
Create real-time marketing content aligned with this emerging trend
Learn if competitors are responding to this trend and whether their content is successful
Identify and track new metrics that better align with their current marketing content
7.
Question 7
What is a social media key performance indicator (KPI) used to assess?
1 / 1 point
Whether a marketer is tracking the most relevant social media metrics
Whether a social media campaign’s goals are relevant
Whether a social media marketing strategy is effective
Whether a social media campaign has had a sufficient return on investment
8.
Question 8
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?
1 / 1 point
Delivering the report with the right frequency
Tailoring the report to the audience
Reporting on key performance indicators
Emphasizing campaign highlights
9.
Question 9
Which of the following will help an audience understand the information in a report?
1 / 1 point
Using fewer words to tell the story
Visualizing data with charts or graphs
Highlighting sections with bright colors
Creating a lengthy report
10.
Question 10
When you deliver a social media report presentation, you should remember to connect with your audience. What does this mean?
0 / 1 point
Be prepared to share only important points should an unexpected event occur
Share your excitement, and include a surprising statistic or favorable customer review
Adjust the discussion according to what is most important to the audience
Briefly pause between each slide and speak in slow, easy-to-understand sentences
Weekly challenge 5
1.
Question 1
Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience.
1 / 1 point
User-based social media
Borrowed social media
Organic social media
Paid social media
2.
Question 2
Consider the following scenario:
A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media.
What is this benefit called?
1 / 1 point
Remarketing
Reaching
Targeting
Competing
3.
Question 3
Fill in the blank: You can use _____ to boost top-performing organic content, so it reaches more people.
1 / 1 point
funds from your paid media budget
funds from your organic media budget
remarketing tactics
videos and static images
4.
Question 4
How can paid social media help a company increase conversions?
1 / 1 point
By creating user-generated content that nurtures relationships with potential customers
By remarketing ads to reach people who are familiar with the company
By hiding ads from competitors
By placing ads on a single platform
5.
Question 5
Why is setting the objective important in developing a paid social media campaign? Select all that apply.
1 / 1 point
Helps guide users to a company’s end goal
Determines how much product a company will sell
Ensures a company is tracking the right metrics
Establishes the types of influencers a company attracts
6.
Question 6
What should a company consider when deciding which social media platforms to use for their campaign? Select all that apply.
1 / 1 point
Platforms that offer the most competition for a company
Platforms that a company is familiar with
Platforms that a company has an established audience on
Platforms that a company has not advertised on
7.
Question 7
As a digital marketer develops a paid social media strategy, they need to consider the budget of their campaign. To help determine the budget, what should they research?
0 / 1 point
The average advertising cost for each platform
The cost of buying influencer-generated content
The typical investment their competitors make in their campaigns
The most cost-effective or free-use platforms
8.
Question 8
What are best practices of a remarketing strategy? Select all that apply.
1 / 1 point
Untag visitors who have purchased
Post ads on multiple platforms
Limit frequency of ads
Personalize ads
9.
Question 9
What do the goals you set in a paid social media strategy help with?
0 / 1 point
The monthly asset list
The marketing strategy
The business goals
The social media advertising budget
10.
Question 10
What are the most common bidding strategies? Select all that apply.
1 / 1 point
Cost-per-click (CPC)
Cost-per-platform (CPP)
Cost-per-thousand impressions (CPM)
Cost-per-action (CPA)
