Week 3 – Listening and engagement on social media

 

1. Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

Answers

·        Increased customer acquisition

·        Ability to act on assumptions

·        Opportunities to analyze the competition

·        Ability to address negative sentiment

2. 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?

Answers

·        Advertising

·        Call to action

·        Social listening

·        Branding

3. Fill in the blank: Posting pictures of employees on social media is an example of _____.

Answers

·        social media engagement

·        optimization

·        repurposing

·        brand voice

Explanation: A good example of "employee branding" or "employer branding" is when a company posts images of its staff members on social media. Companies often engage in this activity as a means of showcasing their workplace culture and ideals, as well as the individuals who contribute to the success of the firm. By providing a look into the working environment and the people who are behind the brand, it may assist in the formation of a favorable image for the firm and the recruitment of prospective employees.

 

4. What is a difference between social listening and social media engagement?

Answers

·        Social listening creates a company’s social media content. Social media engagement repurposes their 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 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.

·        Social listening measures how competitors are creating social media content. Social media engagement creates and repurposes social media content.

Explanation: Listening on social media is keeping track of ongoing conversations and gaining an understanding of what's being discussed, while involvement on social media entails actively taking part in such conversations and helping to shape them. A corporation may get insight into external views, trends, and feelings via social listening, while social media engagement entails direct involvement with the audience in order to create relationships and increase the brand's online presence.

 

5. Which of the following are examples of a company using social media engagement to know their audience? Select all that apply.

Answers

·        Providing content that helps the audience imagine themselves interacting with a company’s product or service.

·        Providing the audience with a log of past product launch dates.

·        Giving the audience helpful content that addresses their needs and pain points.

·        Creating content that will be most valuable to the audience based on data.

6. What is a Tweet?

Answers

·        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.

·        Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio.

Explanation: Twitter is a prominent microblogging and social networking website, and a tweet is any message that is posted on the site. A tweet is a brief communication that cannot exceed 280 characters (as of my most recent knowledge update in January 2022). A tweet may include text, links, photographs, videos, and other types of multimedia content. Individuals, organizations, and corporations all use tweets to disseminate information, voice views, interact with followers, and take part in real-time discussions on a variety of subjects. Users have the ability to "like" tweets, "retweet" them to share them with their followers, and "reply" to participate in conversations related to the tweets. Twitter is well-known for being a fast-paced and dynamic platform, with tweets often reflecting current events, trends, and discussions that are now taking place.

 

7. Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.

Answers

·        Jargon

·        Website link

·        Keywords

·        Products and services

 

8. Fill in the blank: Content that is _____ will be relevant over a long period of time.

Answers

·        reused

·        repurposed

·        evergreen

·        new

Explanation: The term "evergreen" refers to content that maintains its value over an extended period of time. Evergreen content is material that is not bound to certain dates or trends and is beneficial to the audience regardless of when it is viewed by the audience. Evergreen content is also known as everlasting content. It has a tendency to deliver knowledge that is timeless, offering solutions to ongoing issues or addressing interests that will never die.

 

9. Which of the following would likely result from having an authentic brand voice? Select all that apply.

Answers

·        Audience has a negative brand sentiment

·        Audience feels comfortable engaging online

·        Audience switches to a competitor

·        Audience gains familiarity with the brand

10. Which of the following is an example of a call to action on social media? Select all that apply.

Answers

·        Answer a question

·        Review a competitor

·        Take a quiz

·        Subscribe to a newsletter

Shuffle Q/A 1

11. What does social listening enable a marketer to do?

Answers

·        Encourage negative comments about competitor brands on social media

·        Decrease campaign budget and rely on traditional marketing

·        Predict industry trends and how customers will respond

·        Respond to unhappy customers and adjust their marketing strategy

12. Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.

Answers

·        Learn what products a competitor is planning to release in the future

·        Understand what competitors do well and what customers like about them

·        Determine which touchpoint a customer interacts with before making a purchase

·        Identify a competitor’s mistakes to understand what not to do

13. Fill in the blank: _____ measures how people are interacting with a company’s social media accounts and content.

Answers

·        Social media repurposing

·        Social media engagement

·        Social media content

·        Social media optimization

Explanation: The term "social media analytics" refers to the process of measuring how people engage with the social media accounts and content of a corporation.

 

14. A digital marketer aims to increase the number of likes, mentions, and shares a business receives on social media. How does social listening enable them to reach this goal?

Answers

·        By removing any negative comments from customers and allowing them to address them privately

·        By helping them share social media posts on several platforms and target different audiences

·        By helping them understand the target audience better and increase their engagement with the business

·        By asking customers to share the business’s profile with friends and families

Explanation: To summarize, social listening provides valuable insights that enable digital marketers to create content that is relevant and engaging, effectively respond to audience interactions, and adapt strategies based on real-time feedback. This, in turn, ultimately leads to an increase in the number of likes, mentions, and shares on social media.

 

15. A digital marketer aims to increase the number of likes, comments, mentions, and shares a brand receives on social media. What best practice will help them reach this goal?

Answers

·        Make the brand’s voice on social media more personal by signing off on posts and addressing customers by their first name

·        Use words to describe the team, instead of using images or videos of employees, to tell a story of the brand

·        Address multiple audiences using one writing style, tone of voice, and type of images across social media

·        Send customers a quarterly promotional email and offer them a discount on all purchases by a certain date

16. Fill in the blank: Unlike on other social media platforms, posting more often is better on _____, because the feeds tend to move quickly.

Answers

·        Twitter

·        Facebook

·        Instagram

·        Pinterest

Explanation: Twitter is one of the only social media sites where frequent posting is encouraged rather than discouraged due to the rapid-fire nature of its feeds.

 

17. A digital marketer creates a new strategy to market on Twitter. What tactic can they use to increase their followers?

Answers

·        Introduce the business in a Tweet instead of the bio

·        Use text more than images to gain attention

·        Use hashtags that relate to a specific topic or category

·        Post less often on Twitter than other social media platforms

18. A marketer compiles a list of high-performing posts, images, videos, and text. Why should they consider repurposing this content?

Answers

·        It allows them to compare the content to their competitors’ high-performing posts.

·        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 store the content in a portfolio for future inspiration.

19. Which of the following are ways to achieve an authentic brand voice? Select all that apply.

Answers

·        Treat your audience like a competitor

·        Communicate naturally to the audience

·        Use mostly acronyms or jargon

·        Avoid complicated terminology

20. When writing for social media, how can you tailor your writing to each platform?

Answers

·        Adapt your tone to suit the platform’s tone

·        Keep social media posts short and simple with bullets and lists

·        Begin with highlighting customers’ needs and obstacles

·        Use calls to action that are recognizable and commonly used on the platform

Explanation: When writing for different social media platforms, you need to take into consideration their individual qualities, audience habits, and content formats in order to tailor your writing appropriately.

 

21. 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.

Answers

·        Social listening

·        Social strategy

·        Social sentiment

·        Social feedback

Explanation: A firm may discover what is going on in their sector, such as trends or how the market is functioning, by tracking and analyzing discussions linked to their brand on social media and using the "social listening" technique.

 

22. A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?

Answers

·        Determine the difference between the brand’s prices and its competitors

·        Create a single strategy for all social media platforms

·        Calculate the average level of engagement for brands in the industry

·        Identify the most relevant keywords for the brand and its competitors

Explanation: A firm may discover what is going on in their sector, such as trends or how the market is functioning, by tracking and analyzing discussions linked to their brand on social media and using the "social listening" technique.

Shuffle Q/A 2

23. Which of the following refers to the relationship between social listening and social media engagement?

Answers

·        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.

·        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 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 tracks customer spending over a certain period. Social media engagement measures how many customer service queries are made during that period.

Explanation: The most important aspect of the connection between social listening and participation on social media is that social listening serves as a source of information for social media interaction. Social listening is the process of monitoring and analyzing conversations that take place online, while social media engagement refers to actively taking part in and engaging with discussions that take place on social media platforms. As a result of social listening, one may acquire insights into what others are saying about a particular brand or sector. Social media engagement refers to the following action of reacting to, sharing within, or engaging in online conversations in light of the insights received via social listening. In its most basic form, social listening serves as a guide for the tactical and meaningful participation on social media platforms.

 

24. A digital marketer creates a Twitter bio. They include what the business does, its products, and what makes them unique in a creative and original tone of voice. What additional information can they include to optimize their Twitter bio?

Answers

·        A link to the business’s website and its returns and refund policy

·        Photographs and infographics about the business’s products

·        Relevant keywords and a list of top-performing Tweets

·        Relevant keywords and a link to the business’s website

25. When repurposing content for social media, why should you consider whether the content is evergreen?

Answers

·        It means the content will increase in popularity over a long period.

·        It means the content will be relevant to followers over a long period.

·        It means the content will outperform all other social media posts.

·        It means the content will mention the business’s products throughout every season.

26. Why should you develop a clear, consistent brand voice for social media?

Answers

·        It increases the value of the brand and the price of its offerings.

·        It increases current and potential customers’ familiarity with the brand.

·        It increases the number of positive reviews on social media.

·        It increases the number of comments on the brand’s social media pages.

27. When writing for social media, what does a call to action help you do?

Answers

·        Provide an alternative contact number for customers to reach the business

·        Offer an email address for customers to sign up for a newsletter

·        Link to discounted offers available for the specific season

·        Encourage customers to connect with a business by taking a desired action

28. A digital marketer tracks and analyzes conversations related to a brand online. What social listening practice did they use to find these conversations?

Answers

·        Identify the most relevant keywords for the brand and its competitors

·        Calculate the average level of engagement for brands in the industry

·        Determine the difference between the brand’s prices and its competitors

·        Create a single strategy for all social media platforms

Explanation: The digital marketer kept track on and analyzed the conversations that were taking place online in relation to the brand using the social listening methodology. Monitoring and analyzing online conversations, mentions, and feelings pertaining to a business or industry in order to acquire useful insights into the thoughts of customers, trends, and market dynamics is the process that is referred to as "social listening." It is a proactive strategy that involves knowing what people are saying about the brand across a variety of online channels and interacting with the online community in real-time.

 

29. A digital marketer measures how people interact with a brand’s social media content and notices regular engagement, such as likes and mentions. How can the marketer use this information to increase customer engagement with the brand?

Answers

·        They can direct customers to the brand’s website.

·        They can make every post or interaction about the product or business.

·        They can respond to comments and mentions about the brand.

·        They can mimic the tone of voice that competitor brands use.

30. Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform.

Answers

·        An echo

·        A follower

·        A Tweet

·        A ping

Explanation: "Followers" are those who have chosen to follow a company or brand on a social media site in order to get updates from that entity.

 

31. Which of the following are examples of repurposing content on social media? Select all that apply.

Answers

·        Answering questions with an existing article

·        Creating blog posts based on short YouTube videos

·        Creating a new podcast series

·        Writing new content

32. When writing for social media, why should you research the type of words and phrases your audience uses?

Answers

·         It helps you maintain a consistent brand voice across social media channels.

·        It helps you communicate in a way they understand and are familiar with.

·        It helps you include calls to action that are commonly used on each platform.

·        It helps you keep posts short and simple to keep their attention.

33. 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.

Answers

·        Companies to invest in

·        Gaps in the industry that a new product or solution could help solve

·        Trends or how the market is performing

·        Major events or issues happening in the world that are relevant to a brand

34. A digital marketer studies customer engagement on social media. They notice a high number of likes but few comments and mentions of the business. What tactic can they use to increase customer engagement?

Answers

·        Update their product packaging

·        Request customers’ personal information

·        Repurpose content from competitor brands

·        Develop an authentic and personal voice

Explanation: Asking open-ended questions in the captions or descriptions of posts in order to encourage and push followers to express their views, opinions, or experiences is a great way to both encourage and promote conversation. Inviting people to remark and increasing the chance of obtaining mentions are both outcomes that result from encouraging discourse.

Shuffle Q/A 3

35. A digital marketer notices that their business has gained a large number of new followers on Twitter in the last week. What does this increase likely indicate?

Answers

·        That people spend a lot of time on social media and actively search for content

·        That they post engaging content and have influence in the space

·        That people are ready to buy from the business and stop using competitors

·        That other social media platforms are not relevant to the business and its audience

Explanation: It is essential for the digital marketer to evaluate the circumstances around the growth in followers and do research into the origin of the new followers. This comprehension may serve as a guide for future strategy, assisting in the maintenance and expansion of an audience on Twitter that is both engaged and interested.

 

36. A marketer creates a strategy to gain new followers on Twitter. Currently, they use relevant hashtags in tweets and regularly reply to followers. What other tactic can they use to increase their followers on Twitter?

Answers

·        They link and tag their competitors in their Tweets.

·        They promote their Twitter account on other marketing channels, such as email.

·        They include text instead of images in their social media content calendar.

·        They add a product list and pricing to their Twitter bio.

Explanation: A marketer who wants to grow the number of followers they have on Twitter may want to explore the following strategy in addition to making use of pertinent hashtags and connecting with followers via the use of replies:

Conduct Giveaways and competitions: Hold giveaways and competitions that require users to follow the Twitter account, retweet the contest tweet, or interact with the material in a predetermined manner in order to win the prize. Because followers may share the contest with their own networks, this strategy not only stimulates participation but also assists in growing the reach of the account.

 

37. How can a digital marketer establish a distinct brand voice to help a business attract attention?

Answers

·        By responding to customer questions and concerns on social media quickly

·        By repurposing high-quality posts over a long period of time

·        By delivering consistent language and messaging across all marketing content

·        By promoting the business’s social media pages across multiple platforms

38. What information does a business typically gather when tracking its social media engagement?

Answers

·        The way customers interact with its competitors on social media and whether the customers will purchase from the business again

·        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 number of touchpoints customers interact with on social media before purchasing from the business

39. Which of the following statements best describes how social listening and social media engagement work together?

Answers

·        Social listening and social media engagement work together to analyze conversations and trends related to a brand.

·        Social media listening measures how people are interacting with a brand’s social media. Social media engagement then tracks and analyzes conversations and trends related to a brand on social media.

·        Social listening and social media engagement work together to help a company learn what is happening in their industry.

·        Social media engagement measures how people are interacting with a brand’s social media. Social listening then tracks and analyzes conversations and trends related to a brand on social media.

Explanation: A brand's entire social media strategy may be improved by using both social listening and social media engagement in a manner that is complimentary to one another. One succinct phrase that describes the nature of their connection is as follows:

"Social listening informs social media engagement by allowing brands to actively monitor and understand online conversations, while social media engagement involves interacting with the audience based on the insights gained through social listening."

To put it another way, social listening gives users the information and context they need in order to effectively interact in social media. After gathering insights from what their audience is saying online, brands participate in meaningful discussions, reply to comments, and modify their content strategy to better correspond with the interests and preferences of their audience. Listening serves to inform engagement, and engagement, in turn, creates additional data for continued listening and development. This feedback cycle occurs in a continuous loop.

 

40. Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____.

Answers

·        social media marketing

·        social media engagement

·        social media analysis

·        social media listening

Explanation: Personalization includes a number of different practices, such addressing consumers by their first name and reacting to remarks with humor or kindness.

 

41. 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.

Answers

·        Respond to customers quickly

·        Respond only to customers who have a positive brand sentiment

·        Provide excellent customer service

·        Respond only to customers who want to purchase something

42. Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply.

Answers

·        Using hashtags

·        Posting relevant, engaging content

·        Adding interesting visuals to Tweets

·        Posting infrequently

43. What is a benefit of monitoring customers’ online conversations about a brand?

Answers

·        It helps gather information about customer demographics.

·        It helps encourage customers to share their thoughts on social media.

·        It helps address negative feelings customers might have about a brand.

·        It helps send bulk emails asking customers to share a review.

44. 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?

Answers

·        Social tracking

·        Social searching

·        Social listening

·        Social testing

Explanation: In the practice of social listening, one monitors online conversations, debates, and mentions across a variety of social media platforms, forums, blogs, and other online channels in order to obtain insights into the feelings, thoughts, and impressions that customers have about a certain brand. It entails more than just counting mentions, since it also includes understanding the context and subtleties of the discussions that are taking place.

45. 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?

Answers

·        Promote a different product to distract customers

·        Copy a competitor’s product

·        Address their customers’ pain points and answer questions

·        Respond to just the customers who liked the product

Explanation: When a company discovers via social listening that a newly released product is not well received by consumers, they may use social media interaction to their advantage in order to actively address customer issues, acquire further information, and work toward enhancing the company's overall brand sentiment.

 

46. A skincare company increases its social media engagement by hosting weekly live question-and-answer sessions with a dermatologist. How does this interactive content help the company increase engagement?

Answers

·        It displays the company’s social media content at the top of news feeds.

·        It improves the company’s response times.

·        It positions the company as a credible source of information.

·        It helps the company create a consistent brand voice across all marketing assets.

Shuffle Q/A 4

47. Fill in the blank: An instruction that tells the customer what to do next is called _____.

Answers

·        brand voice

·        SEO

·        call to action

·        marketing

Explanation: A "call to action" (abbreviated as "CTA") is an instruction that conveys to the client what they should do next.

 

48. Which of the following are characteristics of an effective Twitter bio? Select all that apply.

Answers

·        Includes keywords

·        Describes products and services

·        Captures the brand’s personality

·        Includes product list and pricing

49. Why would a digital marketer choose to repurpose content on other social media platforms?

Answers

·        It reinforces the brand’s message and adds the posts to a ‘highlight’ section on social media.

·        It targets customers who have already viewed the post and eliminates the need for a content calendar.

·        It saves time and reaches audiences who missed the post the first time it was published.

·        It saves time by helping determine which products are most popular with customers.

Explanation: In conclusion, repurposing content on other social media platforms is a strategic technique that enables digital marketers to maximize reach, adjust to platform-specific nuances, and effectively exploit existing content to accomplish their marketing objectives. In other words, repurposing content allows digital marketers to maximize reach, adapt to platform-specific nuances, and achieve their marketing goals.