Question

What must a brand do in order to make quantitative social media metrics useful?

A.) It must identify the type of measurement to be used.
B.) It must tie each metric to a specific marketing goal.
C.) It must assign a marketer to track the metric.
D.) It needs to have its benchmarks in place.

Answer 1

A brand must tie each quantitative social media metric to a specific marketing goal to ensure the data reflects progress towards objectives and is actionable.

Step-by-step explanation:

To make quantitative social media metrics useful, a brand must tie each metric to a specific marketing goal. This alignment ensures that the data collected is not just numbers but rather measurable evidence of progress towards defined objectives. In the context of SMART goals, measurability is crucial, as it provides observable progress toward achieving a goal. Furthermore, understanding the different levels of measurement (nominal, ordinal, interval, ratio) is essential to apply correct statistical procedures and gain meaningful insights from the data. Having benchmarks in place can also help to evaluate the metrics against set standards or past performances, but it is the goal alignment that primarily drives the utility of quantitative metrics.