For those of you who haven\’t been under a rock for the last few weeks, you\’d know that the Social Marketer\’s Quiz has been going on in full force. And when we announced the launch of the quiz, we mentioned that one of the best things to come out of this quiz would be the insights. The ability to actually find out what marketers think is right, what\’s wrong, what works and what doesn\’t.
In one of the Social Media Hangouts, we discussed that we\’d be talking about a couple of the insights that we\’ve generated from this quiz, and when I was going through the data today, I came across some really interesting snippets of information. I decided to put together a quick list this week, that talks about five questions that marketers just can\’t seem to get right.
1. A former employee reveals sensitive data on your Facebook page, acting as a whistle blower. The post starts a small crisis on your end. What do you do?
This one was interesting. It\’s from our Ethics Round, and to me at least, the answer seemed fairly straightforward. Let me walk you through the options:
- Treat the post like one of a regular community member. The fact that he’s been an employee doesn’t change your duties of professionally representing the brand and you need to remain fair and transparent.
- Delete the comment since this is a special case and the data has unlawfully been posted. Directly contact the employee and alert the legal department immediately.
- Try to downplay the incident by posting other updates according to your regular content calendar and try to avoid bringing too much attention to the issue.
- Get a senior person involved, this is above your pay grade.
What would you have picked? Here\’s what the split in the quiz was:
Now ethics questions are mostly open-ended. In this case however, our ethics expert told us that this is definitely a special case. The employee was under contract, and after leaving if they start leaking secrets, the company is well within their right to remove this sensitive information that it doesn\’t want leaked through such a channel.
In spite of that, close to 36% of marketers thought it would be okay to treat this post like a regular community post. What I found a little interesting was that about 10% of marketers would go to a senior staff member and ask what the right way to handle this would be.
2. How do you handle a lack of interesting content on your page when not a lot is happening in the industry?
I pulled this one from our Content Round, called the Content Courtyard, and it poses an interesting dilemma for marketers. Here are the options for this question:
- Post simple text updates and keep the flow going.
- Stop posting until worthy content appears, you don\’t want to give your fans trash.
- Don\’t post mediocre updates, but devote more time to craft original stories and content.
- Ask your fans what they\’d like to see since there\’s not a lot happening, they can tell you what kind of content would be good.
What would you have picked? Here\’s what the split in the quiz was:
This one for me, really speaks volumes about the attitude that marketers have today. So there\’s a little rut in the industry. Not a lot of news, interesting ideas or opinions are surfacing for your brand to talk about. And this happens very often. Every company and manager hit this a couple of times every quarter. Do you turn to your fans every single time to ask what they\’d like to see?
Aren\’t you the one who\’s supposed to direct the content?
As the graphic illustrates – the right way to deal with this would be to focus on crafting better content, posting better stories, creating more original content and ideas. If it\’s smart and speaks to your target audience, they\’ll like it. Do a couple of re-caps on what\’s happened lately, perhaps make a couple of predictions for the future, highlight some of the best work your company has done. But the second you go down the route of asking your fans what they want to see, you go down the route of letting them decide what content you should post.
I found it interesting that 2.16% of marketers thought that it would be a good idea to stop posting completely. Insignificant amount – but those guys are still out there!
3. What\’s the CTR of the ad below?
This question is brought to you courtesy of one of the tougher rounds in the quiz, the Analytics round. I was expecting a couple of people to fumble with this question, but was definitely not expecting what I discovered here:
Just 58.43% of marketers were able to get this right. That\’s more than half, but that\’s a crazy low number. CTRs are something that marketers are always obsessing over, and it brings up a point that Kristy Hughes raised in her interview with us earlier, that marketers are a little too quick to rely on tools and aren\’t able to calculate social metrics themselves.
Perhaps marketers are just used to saying incredibly low CTRs for their ads, which is why they automatically gravitated towards the 0.01% answer.
4. Google Analytics tells you that 1,000 people came to a particular page on your website, and 250 of them went on to view another page from that page. What\’s the bounce rate of the page?
The Analytics Round was a little hard, I agree – but there were a couple of questions in there that I put in to ease the pain. Not all of them went according to plan, much like Operation Barbarossa, Germany\’s invasion of the Soviet Union in World War II.
Bounce rates are another metric that marketers obsess over. How many people are coming to my landing page and just running away? I want that number to be as low as possible, therefore my obsession with low bounce rates. However, here\’s what the responses for that question looked like:
I understand the confusion between 25% and 75%. I can comprehend it. It\’s exactly why I put those two in there, but there are marketers who truly believe that a bounce rate of 250% or 750% is possible. The calculation of bounce rate isn\’t hard, in fact – we had a question around how bounce rate is calculated. To me – the problem here isn\’t about the calculation, it\’s about the concept of bounce rate itself, given that the question had numbers like 1,000 and 250 involved.
Another argument for marketers relying too heavily on tools and not knowing how the metrics work?
5. A moderator of a Facebook page cannot do the following:
How well acquainted are you with the various Facebook admin roles? Are you aware of what an Analyst can\’t do on a Facebook page and what the Editor can do? For companies and brands that have more than one person managing a Facebook page, knowing the roles and their capabilities becomes incredibly important.
Here are the options we gave all the marketers who took this quiz:
- Send messages as the page.
- Create ads.
- Create and delete posts on the page.
- See who posted as the page.
What would you have picked? Here\’s what the split between the marketers is as of now:
Only 14.92% of marketers who took the quiz got this question right. That\’s all. Most marketers thought that Moderators can\’t create ads, which is a fairly rational decision to make since you\’d expect a moderator to be a person who essentially responds to comments and tries to keep order on the page. Perhaps Facebook\’s roles and their capabilities are to blame for this one. ;)
Regardless, it\’s important to know who can do what, and 85.08% of marketers aren\’t clear about Facebook\’s various roles for page managers.
That was eye-opening! I\’m not as shocked about the last one than I am about marketers not being able to calculate CTR, and understand the concept of Bounce Rate. If you haven\’t taken the quiz yet – you should definitely go ahead and take it! Are you smarter than the near 2,000 marketers who have taken our quiz so far? Prove it!
We\’ll regularly release such insights and we\’re planning on an extensive infographic very soon! Stay tuned. :)