Question 1

What is the typical scope of the 'length of time' to analyze for a social media landscape audit?

Accepted Answer

A 12-month period is typically analyzed to capture seasonal trends and provide a comprehensive overview of social media performance.

Question 2

Using digital data to inform marketing program is the most common use case for digital data.There are four categories most marketers focus on when applying digital data to marketing programs.They are audience,content,channels and one other.Which of the following is the last category?

Accepted Answer

D

Question 3

What analytics project was just emerging four years ago but is now a de-facto standard for marketers when planning a marketing program?

Accepted Answer

C

Question 4

What are the two aspects of media analysis that should be monitored for every marketing program?

Accepted Answer

Partner and publisher performance (A) and asset performance (C) are crucial aspects of media analysis in marketing programs. Monitoring partner and publisher performance helps in evaluating the effectiveness and reach of marketing campaigns across different platforms and partners. Asset performance analysis involves tracking how individual marketing assets (such as videos, images, and articles) perform, which is essential for understanding what content resonates with the audience and drives engagement.

Question 5

What is the first step in performing a social media landscape analysis project meant to inform marketing planning?

Accepted Answer

Outlining the brand objectives is crucial as it sets the direction for the entire analysis, ensuring that the efforts are aligned with what the brand aims to achieve.

Question 6

What is a data point that can be used to evaluate the level of visitor engagement with content of an owned media property such as a brand website?

Accepted Answer

Page Depth / Time on Site is a direct indicator of visitor engagement, as it measures how deeply a visitor interacts with the content and how much time they spend on the site.

Question 7

In the course of this chapter,there is detail about the type of scoping documentation that you should prepare when organizing a social media landscape audit.What is one of the critical requirements that should be included?

Accepted Answer

Research objectives are crucial in scoping documentation for a social media landscape audit as they define the purpose and goals of the audit, guiding the focus and methodology of the research.

Question 8

Social media landscape audits reveal the conversations people are having across the digital ecosystem,and specifically where they are coming from.In addition,there is other valuable meta-data that can give you vital intelligence about content and conversation themes.Which of the following items can be determined in a social media landscape audit that are beneficial to content development?

Accepted Answer

Key conversation themes and keywords used in relevant conversations are both beneficial to content development, as they can help you understand what people are talking about and what they are interested in.

Question 9

Media Planning leverages many data sources as inputs.What are two of the most commonly utilized media data source?

Accepted Answer

The answer of Media Planning leverages many data sources as...

Question 10

Which tool is the most commonly used when performing social media landscape audits?

Accepted Answer

Social listening platforms are the most commonly used tools for performing social media landscape audits because they allow organizations to monitor and analyze conversations across various social media platforms to understand public sentiment, trends, and the competitive landscape.

Quiz 9: Informing Marketing Programs