Through your dedication and strategic social media management, Primo Electronics has seen significant growth in their online presence. They’re impressed with your results and are now providing you with detailed social media analytics to take things to the next level. Your initial task is to analyze the performance of their past social media campaigns and identify areas for improvement.

Your Task:

This activity is designed to assess your understanding of social media analytics and its role in optimizing social media strategy.

Part 1: Understanding Key Metrics

Your expertise in social media management has unlocked the power of analytics for Primo Electronics. Now, let’s test your understanding of key engagement metrics!

A. Match the following definitions to the corresponding social media terminology:

Likes
CTR
Engagement Rate
Reach
Impressions
Engagement

1. The total number of times your content is displayed, regardless of whether it was interacted with. (1 point) *

2. The number of unique users who saw your content at least once. (1 point) *

3. A measure of the percentage of users who clicked on a link within your social media post. (1 point) *

4. A combination of likes, comments, shares, and other actions users take on your content. (1 point) *

5. An indicator of how well your content resonates with your audience and sparks interaction. (1 point) *

B. Write “True” or “False” next to each statement.

1. A high number of impressions compared to reach indicates your content is effectively grabbing user attention. *

True

False

2. A low click-through rate on a post promoting a product suggests the content is irrelevant to the target audience. *

True

False

3. Monitoring brand mentions on social media helps you understand brand awareness and sentiment. *

True

False

4. Engagement metrics like likes and comments are the only indicators of successful social media content. *

True

False

5. Focusing solely on reach is the most important factor in a social media strategy. *

True

False

Part 2: Interpreting the Data (16 points)

Imagine you are logged into the built-in analytics dashboard for Primo Electronics’ Facebook page. Analyze the data provided below and answer the following questions:

Reach vs. Impressions: Over the past month, Primo Electronics' Facebook page had a total reach of 2,500 users and a total of 10,000 impressions. What does this data suggest about the effectiveness of their content in capturing audience attention? (4 points) (100 to 1,200 characters) *

Engagement: Over the past month, Primo Electronics' Facebook posts received an average of 10 likes, 2 comments, and 1 share per post. How would you interpret this level of engagement for their audience size? (4 points) (100 to 1,200 characters) *

Click-Through Rates (CTR): A recent Facebook post promoting a new line of headphones had a CTR of 2%. What does this CTR suggest about the effectiveness of the post in driving website traffic? (4 points) (100 to 1,200 characters) *

Brand Mentions: You discover a recent surge in brand mentions on Facebook, but many of them are negative and mention delayed shipping times. How would you leverage social media analytics to understand the scope of the issue and prioritize your response? (4 points) (100 to 1,200 characters) *

Action Plan (Bonus – 4 points): Briefly outline two initial steps you would take to address the negative feedback regarding delayed shipments based on your analysis of the social media data. (100 to 1,200 characters) *

Part 3: Leveraging Analytics for Improvement (10 points)

Imagine you are presented with the following social media goals for Primo Electronics:

Increase brand awareness among audiophiles aged 35-55.
Drive website traffic and generate leads for upcoming product launches.

How would you utilize social media analytics to refine Primo Electronics' social media strategy to achieve these goals? Briefly explain your approach for each goal. (5 points each) (100 to 1,200 characters) *

Grading Rubric:

Responses will be graded based on accuracy, clarity, and demonstration of understanding of key social media metrics.
Use the point breakdown provided for each section to guide your response development.

By successfully completing this activity, you will demonstrate your ability to interpret social media data and leverage it to optimize the social media strategy for Primo Electronics.

Note: Please ensure that you have answered all questions and click the submit button. Once you’ve clicked submit, click the link below to proceed to the next lesson.

Please click here to proceed.

Introduction to Social Media Management

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Activity 29: Social Media Analytics Activity