Podcast
Questions and Answers
Beyond cost, what is a notable advantage of social media platforms for businesses?
Beyond cost, what is a notable advantage of social media platforms for businesses?
- They ensure brands are visible to larger audiences. (correct)
- They guarantee a high return on investment (ROI).
- They automatically generate positive customer feedback.
- They eliminate the need for customer service teams.
Which of the following represents a significant challenge for businesses using social media?
Which of the following represents a significant challenge for businesses using social media?
- Automatically improving search engine rankings.
- Maintaining constant monitoring to address potential issues. (correct)
- Quickly identifying and reaching their target demographic.
- Easily measuring the return on investment (ROI).
What strategic approach should a company take when faced with negative feedback on social media?
What strategic approach should a company take when faced with negative feedback on social media?
- Ignore negative comments to avoid drawing attention.
- Automatically delete negative comments and reviews.
- Disable comments to prevent further negative feedback.
- Address and resolve issues to protect the brand's reputation. (correct)
What is the primary goal of selecting an advertising objective on Facebook?
What is the primary goal of selecting an advertising objective on Facebook?
If a brand wants to use multiple images or videos in a single ad unit on Facebook, which ad format is most suitable?
If a brand wants to use multiple images or videos in a single ad unit on Facebook, which ad format is most suitable?
A business aims to engage potential customers directly through personalized conversations. Which Facebook ad format would be most effective?
A business aims to engage potential customers directly through personalized conversations. Which Facebook ad format would be most effective?
What functionality do Facebook Shops provide to businesses?
What functionality do Facebook Shops provide to businesses?
What benefit do Facebook Shops offer businesses with existing Shopify accounts?
What benefit do Facebook Shops offer businesses with existing Shopify accounts?
When developing an Instagram content strategy, which of the following actions demonstrates audience engagement?
When developing an Instagram content strategy, which of the following actions demonstrates audience engagement?
A brand wants to increase its visibility on Instagram by leveraging user-generated content. Which strategy aligns with this goal?
A brand wants to increase its visibility on Instagram by leveraging user-generated content. Which strategy aligns with this goal?
What targeting option lets advertisers reach individuals on Instagram who exhibit similar online behaviors to their current customer base?
What targeting option lets advertisers reach individuals on Instagram who exhibit similar online behaviors to their current customer base?
An advertiser wishes to target Instagram users based on their prior interactions with the business, e.g. email addresses or phone numbers. Which targeting method is most appropriate?
An advertiser wishes to target Instagram users based on their prior interactions with the business, e.g. email addresses or phone numbers. Which targeting method is most appropriate?
Which Instagram ad objective focuses on collecting contact information from potential customers?
Which Instagram ad objective focuses on collecting contact information from potential customers?
A brand wants to use a series of visually engaging ads on Instagram that allow users to swipe through different products. Which ad formal would be most appropriate?
A brand wants to use a series of visually engaging ads on Instagram that allow users to swipe through different products. Which ad formal would be most appropriate?
What differentiates 'Collection Ads' from other ad formats on Instagram?
What differentiates 'Collection Ads' from other ad formats on Instagram?
On the platform 'X', what does the 'Reach' objective in advertising primarily aim to do?
On the platform 'X', what does the 'Reach' objective in advertising primarily aim to do?
A company wants to use 'X' to drive immediate action from potential customers, like making a purchase. Which advertising objective is most aligned with this goal?
A company wants to use 'X' to drive immediate action from potential customers, like making a purchase. Which advertising objective is most aligned with this goal?
An advertiser on 'X' wants users to directly download an application from their ad creative. Which feature should they include?
An advertiser on 'X' wants users to directly download an application from their ad creative. Which feature should they include?
A marketing team on platform 'X' wants to curate a feed of industry experts for their employees to follow. Which feature would best serve this purpose?
A marketing team on platform 'X' wants to curate a feed of industry experts for their employees to follow. Which feature would best serve this purpose?
What should be considered when creating a video for TikTok?
What should be considered when creating a video for TikTok?
A company wants to generate high engagement and virality on TikTok. Which ad format best fits their need?
A company wants to generate high engagement and virality on TikTok. Which ad format best fits their need?
A marketing manager aims to increase brand recognition among TikTok users. Which ad objective aligns with their goal?
A marketing manager aims to increase brand recognition among TikTok users. Which ad objective aligns with their goal?
Which metric directly reflects the percentage of users who clicked on a specific link out of the total users who viewed the content?
Which metric directly reflects the percentage of users who clicked on a specific link out of the total users who viewed the content?
A social media manager wants to assess the effectiveness of a campaign in terms of actual sales generated relative to the advertising dollars spent. Which metric should they use?
A social media manager wants to assess the effectiveness of a campaign in terms of actual sales generated relative to the advertising dollars spent. Which metric should they use?
A social media campaign has 500 clicks and 10 conversions. What is the conversion rate (CR)?
A social media campaign has 500 clicks and 10 conversions. What is the conversion rate (CR)?
A company spent $50 on social media ads, resulting in 250 clicks. What is the cost per click (CPC)?
A company spent $50 on social media ads, resulting in 250 clicks. What is the cost per click (CPC)?
An ad received 100 engagements from 10,000 impressions. What is the engagement rate?
An ad received 100 engagements from 10,000 impressions. What is the engagement rate?
A campaign targeting English speakers had total impressions of 50,000 out of a total of 200,000 impressions, with a total spend of $1,000. What was the spend attributed to the English-speaking audience?
A campaign targeting English speakers had total impressions of 50,000 out of a total of 200,000 impressions, with a total spend of $1,000. What was the spend attributed to the English-speaking audience?
A campaign has a total cost of $500 and generated 100 results (e.g., sign-ups). What is the cost per result?
A campaign has a total cost of $500 and generated 100 results (e.g., sign-ups). What is the cost per result?
A social media ad campaign had a total of 20,000 impressions and cost $100. What is the CPM?
A social media ad campaign had a total of 20,000 impressions and cost $100. What is the CPM?
What is the Click Through Rate (CTR) of an ad that has 40,000 impressions and 1,000 clicks?
What is the Click Through Rate (CTR) of an ad that has 40,000 impressions and 1,000 clicks?
What is the ROAS of a campaign that had a total spend of $40, and conversions valued at $500?
What is the ROAS of a campaign that had a total spend of $40, and conversions valued at $500?
A campaign had 1200 impressions for the Total audience, 700 of which were in the USA, and 500 in the UK. The total ad spend was $200. How much of the ad spend was utilized on the USA?
A campaign had 1200 impressions for the Total audience, 700 of which were in the USA, and 500 in the UK. The total ad spend was $200. How much of the ad spend was utilized on the USA?
What is the Cost Per Click (CPC) of a campaign that had a total spend of $40, and a total of 1,000 clicks?
What is the Cost Per Click (CPC) of a campaign that had a total spend of $40, and a total of 1,000 clicks?
What is the CPM (Cost per 1,000 impressions) of an ad that costs $40 and has 40,000 impressions?
What is the CPM (Cost per 1,000 impressions) of an ad that costs $40 and has 40,000 impressions?
An ad had 10 conversions, with a total cost of $40. What is the Cost per Result?
An ad had 10 conversions, with a total cost of $40. What is the Cost per Result?
Flashcards
Advantages of Social Media
Advantages of Social Media
Social media platforms offer unlimited access and are often free to use, increasing brand visibility to larger audiences.
Disadvantages of Social Media
Disadvantages of Social Media
Social media can be difficult to measure ROI and lacks emotional face-to-face connection.
Advertising Objective
Advertising Objective
An advertising objective defines the desired action from the audience upon seeing the brand's content.
Facebook Shops
Facebook Shops
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Instagram Content Strategies
Instagram Content Strategies
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Instagram Targeting
Instagram Targeting
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Instagram Ad Objectives
Instagram Ad Objectives
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Reach Objective
Reach Objective
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Social Media Metrics
Social Media Metrics
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Elements of a TikTok Video
Elements of a TikTok Video
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TikTok Ad Formats
TikTok Ad Formats
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TikTok Ad Objectives
TikTok Ad Objectives
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Click Through Rate (CTR)
Click Through Rate (CTR)
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Conversion Rate (CR)
Conversion Rate (CR)
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Return on Ad Spend (ROAS)
Return on Ad Spend (ROAS)
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Cost Per Click (CPC)
Cost Per Click (CPC)
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Engagement Rate
Engagement Rate
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Cost per Engagement
Cost per Engagement
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English Spend
English Spend
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German Spend
German Spend
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Chinese Spend
Chinese Spend
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Cost per Mille (CPM)
Cost per Mille (CPM)
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Cost per Result
Cost per Result
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X Lists Strategy
X Lists Strategy
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Study Notes
- MKTG 371, Social and Digital Media Metrics exam review
Exam Format
- The exam will be in person and in paper format.
- A calculator is allowed, but phones are not.
- A scantron is not needed.
- The exam is 1 hour and 15 minutes long.
- Part A will consist of multiple-choice questions, totaling 50 points, with questions 1-20 worth 2.5 points each.
- Part B: Analytics [total points possible = 50 points].
- Answers for Part A should be marked properly.
- Calculations for Part B should be shown, with appropriate metrics symbols used to get full credit.
Social Media Advantages
- Allows for unlimited access and is free to use.
- Increases brand visibility by exposing to larger audiences
- Allows for easy identification and reach of target audiences
- Customer service and engagement is heightened through two-way communication.
- Increases brand awareness and loyalty.
- It has higher conversion rates over traditional marketing tactics.
- It Improves search engine rankings
- It increases website traffic
Social Media Disadvantages
- Makes finding and hiring top talent difficult due to the social media skills gap
- Lacks an emotional face-to-face connection
- Opens brands up to negative feedback
- Requires additional resources to manage
- Accompanies unrealistic customer expectations
- Runs the risk of accounts being hacked or experiencing security breaches.
- Requires daily and sometimes around the clock monitoring
- Handles the potential of inappropriate behavior including bullying and harassment
- Has a viral nature, so brand reputation can be damaged instantly and sometimes permanently
- It can be difficult to measure return on investment (ROI)
FACEBOOK AD OBJECTIVES
- An advertising objective is what to get people to do when they see the brand.
- Facebook ad objective options are:
- Awareness
- Traffic
- Engagement
- Leads
- App Promotion
- Sales
FACEBOOK AD FORMATS
- Listed are Carousel, slideshow, stories, and video.
FACEBOOK AD FORMATS (CONT.)
- Messenger Ads
- Playable Ads
FACEBOOK SHOPS
- Facebook Shops allows businesses to set up a free online store on Facebook and Instagram.
- Customers can locate, browse, and purchase from shops directly from a business' Facebook Page or Instagram profile, or through stories or ads, all without ever having to leave the app.
- Facebook Shops can connect directly to an existing Shopify account, making it easier for businesses to sync products directly from their existing website.
- Facebook is even rolling out live shopping features so that customers can shop for products at the bottom of a video as businesses go live.
INSTAGRAM CONTENT STRATEGY
- Experiment with Al
- Take advantage of Instagram Stories, Live Video and Reels
- Sell products with Instagram Shopping
- Participate in viral trends
- Leverage Instagram Direct
- Promote Limited Releases / Drops
- Use influencers
- Post with a location
- Use tags
- Post consistently and at optimal times
- Post visually appealing content
- Regram user-generated content
- Engage with your audience
- Avoid overt product pitches
INSTAGRAM CONTENT STRATEGY (CONT.)
- Augmented Reality
- Interactivity
- Info-social posts
- Use emojis
- Experiment with different caption lengths
- Ask questions
- Run contests and promotions
- Account takeovers
- Advertise on Instagram
INSTAGRAM TARGETING
- Target people based in specific locations like states, provinces, cities or countries
- Narrow audiences based on information like age, gender and languages.
- Run ads to customers already known based on their email addresses or phone numbers.
- Find new people similar to existing customers.
- Reach people based on interests like apps they use, ads they click, and accounts they follow.
- Define the audience by activities they do on and off Instagram and Facebook.
- Quickly create an audience who might be interested in your business using a variety of signals, including location, demographics, and interests.
INSTAGRAM AD OBJECTIVES
- Show your ads to people who are most likely to remember them
- Show your ads to people who are most likely to remember them
- Get more messages, video views, post engagement, Page likes or event responses.
- Collect leads for your business or brand.
- Find new people to install your app and continue using it.
- Find people likely to purchase your product or service
INSTAGRAM AD FORMATS 1/2
- Story Ads
- Image Ads
- Video Ads.
- Carousel Ads
INSTAGRAM AD FORMATS 2/2
- Collection Ads
- Explore Ads
- Shopping Ads
- Reel Ads
X AD OBJECTIVES
- “Reach: Maximizes the number of people who see your ad within a set period of time; used for brand awareness, brand perception, or getting as many people as possible to see the ad.”
- “Video Views: Get people to watch your video.”
- “Pre-roll Views: Pair your ad with premium content.”
- "App Installs: Get people to install your app."
- “Website traffic: Drive traffic to your website.”
- "Engagement: Get people to engage with your post.”
- “App re-engagements: Drive people to open, update, or take a specific action in your app.”
- “Conversions: Get people to visit and take action on your website.”
X AD FORMATS
- Promoted Ads
- Follower Ads
- X Amplify
- X Takeover
- X Live
- Dynamic Product
- Collection Ads
X AD FORMATS
- X offers standard and branded features that can be applied across the above ad format categories including: App Buttons for a specific App Store or Play Store app download page Website Buttons allow users to click through to a specific landing page Branded Hashtags allow advertisers to add a fun, visually-appealing creative element wherever the hashtag is used across X. Branded Notifications enables X users to raise their hand to receive valuable content or experiences directly from brands
X CONTENT STRATEGY
- X Lists: curated group of X accounts Business can create their own lists or subscribe to the lists created by others Lists can be private or public
ELEMENTS OF A TIKTOK VIDEO
- Three elements of a TikTok video:
- The look
- The sound
- The story
- The details
TIKTOK AD FORMATS
- In-Feed Video Ad
- TopView Ad
- TopFeed
- Carousel Ads
- Collection Ads
- Dynamic Showcase Ads (DSA)
- In-Feed Video Ad
- Promote
- Playable Ads
- Shopping Ads
- Brand Takeover
- Branded Hashtag Challenge
- Branded Effects
- Branded Mission
- Spark Ads
- Live Shopping Ads
- Tik Tok Pulse
- Top Feed
- Top View Ad
TIKTOK AD OBJECTIVES
- Awareness: gets people familiar with the brand or company
- Reach: show your ad to the maximum number of people
- Consideration: gets people to think about the business and seek more information
- Traffic, video views, and community interaction
- Conversions: Encourage people to perform an action, such as buying a product or installing an app.
- Product sales, website conversions, lead generation, app promotion
SOCIAL MEDIA METRICS
- Call to action (CTA)
- Clicks
- Click-through rate (CTR)
- Conversion rate
- URL click
- Engagements
- Engagement rate
- Impressions
- Leads
- Social media lead
- Followers
- Mentions
- Reach
- Social Media return on investment (ROI)
FORMULAE
- CTR = (clicks/impression) * 100
- CR = (Conversion/clicks) *100
- ROAs = Conversion value/total spend
- CPC = total spend/clicks Engagement Rate = (Engagement/Impressions)*100
- Cost per Engagement = Total Cost for campaign/engagement
- English Spend = (Total Spend/Total impressions)* English impressions
- German Spend = (Total Spend/Total impressions)* German impressions
- Chinese Spend = (Total Spend/Total impressions)* Chinese impressions
- CPM = (Total Cost/Total impressions)* 1000
- Cost per Result = Total Cost/Results
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