Social Media Marketing Social Media Marketing Analytics & Performance Measurement 2

Question 1

What is 'return on investment' (ROI) in social media marketing?

Accepted Answer

The ratio of profit gained to the cost of social media efforts

Answer

Social media ROI compares the revenue or value generated from campaigns against the investment made.

Question 2

Which tool is natively provided by Meta to analyze Facebook and Instagram performance?

Accepted Answer

Meta Business Suite / Insights

Answer

Meta Business Suite provides native analytics for Facebook and Instagram including reach, engagement, and audience demographics.

Question 3

What does 'bounce rate' indicate when tracking social media traffic to a website?

Accepted Answer

The percentage of visitors who leave the website after viewing only one page

Answer

A high bounce rate from social traffic suggests a mismatch between the social content promise and the landing page experience.

Question 4

What is the purpose of using UTM parameters in social media links?

Accepted Answer

To track the source of website traffic from specific social campaigns

Answer

UTM parameters are tags added to URLs that allow Google Analytics to identify exactly which social post or campaign drove traffic.

Question 5

What does a 'sentiment analysis' report measure in social media analytics?

Accepted Answer

Whether brand mentions are positive, negative, or neutral in tone

Answer

Sentiment analysis evaluates the emotional tone of social mentions to gauge public perception of a brand.

Social Media Marketing Practice Test