Web Analytics For Social Media 5 — Questions and Answers
Question 1: What is 'sentiment analysis' used for in social media analytics?
- Measuring post scheduling intervals
- Classifying mentions as positive, negative, or neutral in tone (Correct answer)
- Counting total hashtag uses
- Tracking competitor ad budgets
Correct answer: Classifying mentions as positive, negative, or neutral in tone
Sentiment analysis uses NLP to categorize social mentions by emotional tone, helping brands gauge public perception.
Question 2: In Pinterest analytics, what does 'outbound clicks' measure?
- Clicks from Pinterest ads to your website
- Clicks on pins that take users from Pinterest to an external destination (Correct answer)
- Clicks between boards within Pinterest
- Total pin saves
Correct answer: Clicks on pins that take users from Pinterest to an external destination
Outbound clicks measure how many times users clicked a pin and were taken to the linked external URL.
Question 3: What does 'cost per engagement (CPE)' measure in paid social campaigns?
- Total ad spend divided by conversions
- Total ad spend divided by total engagements (likes, comments, shares) (Correct answer)
- Cost of creating each piece of content
- Ad spend per thousand impressions
Correct answer: Total ad spend divided by total engagements (likes, comments, shares)
CPE tells you how much you're paying on average for each interaction (like, comment, or share) on a paid social post.
Question 4: Which social media analytics concept refers to tracking competitors' audience growth and engagement trends?
- Benchmarking (Correct answer)
- Attribution modeling
- Funnel analysis
- Cohort tracking
Correct answer: Benchmarking
Benchmarking compares your performance metrics against competitors or industry standards to assess relative success.
Question 5: What does 'Instagram Story exit rate' indicate?
- Users who unfollowed after viewing a story
- Percentage of viewers who swiped away from a story before it ended (Correct answer)
- Number of users who screenshot the story
- Reach of the story among non-followers
Correct answer: Percentage of viewers who swiped away from a story before it ended
A high story exit rate means many viewers left mid-story, signaling the content lost their attention.
Question 6: What is 'virality rate' in social media analytics?
- Reach divided by followers
- Shares divided by impressions, expressed as a percentage (Correct answer)
- Comments divided by likes
- Total video views per day
Correct answer: Shares divided by impressions, expressed as a percentage
Virality rate = (shares / impressions) × 100, measuring how often viewers share content relative to how many saw it.
Question 7: Which attribution model gives 100% conversion credit to the last social media touchpoint before a sale?
- Linear attribution
- Time-decay attribution
- Last-click attribution (Correct answer)
- First-click attribution
Correct answer: Last-click attribution
Last-click attribution assigns all conversion credit to the final social channel or post a user interacted with before converting.
Web Analytics For Social Media 5
What is 'sentiment analysis' used for in social media analytics?