INTRO TO SOCMED METRICS; Awareness metrics

Question 1

THINK! Which customer journey stage of the social funnel illuminates your current and potential audience?

Answer 1

Awareness

Question 2

THINK! Which customer journey stage shows how audiences are interacting with your content?

Answer 2

Engagement

Question 3

THINK! Which customer journey stage demonstrates the effectiveness of your social engagement?

Answer 3

Conversion

Question 4

THINK! Which customer journey stage reflects how active customers think and feel about your brand?

Answer 4

Consumer

Question 5

Which KPI reports the attention your brand gets across all social media during a reporting period?

Answer 5

Brand awareness.

Question 6

What is the term for a specific span of time that yields statistically relevant data?

Answer 6

Reporting periods.

Question 7

Which KPI is expressed through social media metrics such as @ mentions, shares, links, and impressions?

Answer 7

Brand awareness.

Question 8

What is the term for the total number of people who see your content?

Answer 8

Reach.

Question 9

What is the term for the total number of times your content was displayed, no matter if it was clicked or not?

Answer 9

Impressions.

Question 10

THINK! Leo, Paolo, and Sophia shared the same video. It appeared on your feed. How many impressions does this create?

Answer 10

Three.

“For example, a Facebook post could show up in the News Feed from the original publisher and appear again when a friend shares the publisher’s post. If you saw both forms of activity in your feed, that counts as two impressions for the same post.”

Question 11

Which KPI measures the speed at which your brand’s following increases on social media (or how quickly you gain followers)?

Answer 11

Audience growth rate

Question 12

THINK! How do you mathematically get growth rate percentage?

Answer 12

Divide net new followers by total audience and multiply by 100.

Question 13

Which KPI denotes how many people have seen a post since it went live?

Answer 13

Post reach

Question 14

Which KPI is affected by the timing (i.e., when is your audience online?) and the content (i.e., what does your audience find valuable) of your post?

Answer 14

Post reach

Question 15

THINK! How do you mathematically get post reach percentage?

Answer 15

Measure post reach divided by total followers, multiplied by one hundred.

Question 16

THINK! What is the “When Your Fans Are Online” feature on FB useful for?

Answer 16

To tell you the optimal time to post, since it tells you what times fans are most active on the site.

Question 17

Which KPI measures the number of people who could, realistically, see a post during a reporting period?

Answer 17

Potential reach.

(In other words, if one of your followers shared your post with her network, approximately 2% to 5% of her followers would factor into the post’s potential reach.)

Question 18

What type of tool is helpful to track your total number of brand mentions?

Answer 18

A brand monitoring tool.

Question 19

What is the term for the absolute maximum number of people who could, in theory, see your brand mentions?

Answer 19

Theoretical reach.

Question 20

THINK! How do you mathematically get brand theory?

Answer 20

Total number of mentions multiplied by followers of account that mentioned you = theoretical reach

Question 21

TRUE OR FALSE: Your theoretical reach is larger than your potential reach.

Answer 21

TRUE.

Your potential reach is 2-5% of your theoretical reach.

Question 22

Which KPI measures how many people are mentioning your brand on social media COMPARED to your competitors? (essentially competitive analysis—how visible or relevant, is your brand in the market?)

Answer 22

Social Share of Voice (SSoV)

Question 23

THINK! What are two types of mentions?

Answer 23

Direct (e.g. @Hootsuite) and indirect (e.g. hootsuite)

Question 24

THINK! How do you mathematically get your SSoV percentage?

Answer 24

YOUR OWN BRAND MENTIONS + COMPETITIVE MENTIONS = TOTAL INDUSTRY MENTIONS;

(YOUR OWN BRAND MENTIONS / TOTAL INDUSTRY MENTIONS) x 100 = SSOC PERCENTAGE