“Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management.” –Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today‘s social media managers.
Chapter 13: Measuring Social Media Effectiveness
Measuring Social Media Effectiveness
“Even the most carefully crafted and executed social media program in the world will crash and burn if both success and areas of improvement cannot be properly identified and measured.”
Though 92 percent of companies report that social media is important to their business, only 42 percent feel that they can accurately measure the value of their social media efforts.1 This chapter is designed to help you use publicly available data from your social sites to increase awareness of your organization, grow your audience base, and help you achieve your goals. You can use the four-step process outlined in this chapter to select the right metrics for your assessment of the 5 ...