I need some help! I'm not necessarily looking for the exact, technically correct answer to my question. Users submit questions and the researcher ( me) answers it with a pretty long, detailed, and extremely thorough "essay" type of answer that requires in depth, time consuming research.
My issue isn't really with the question itself but the reason the client is asking it instead.

Request Title;
-How much do Credit Unions spend per year on social media?

How will the client use the research to achieve their goal?

- I am planning to use it as a benchmark metrics for when pitching credit unions.

Basically, my question is, what does their goal mean? What does it mean to "use as a benchmark metrics when pitching credit unions"? After first answering the clients question with numbers, statistics, etc, how do I answer the question in a way that will meet their goal ( reason for asking)?

There goal means they want to examine credit unions. The meaning of the phase is Why focus on credit unions? Because: 1) They tend to be more retail-focused than many community banks, and 2) we can get data on credit unions’ membership size which provides a basis of comparison and analysis to evaluate the social media data.

Answer Link