“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 14: Crafting the Social Media Assessment Report
Crafting the Social Media Assessment Report
After you have the strategy in place and begin to implement the plan, it is important to monitor your level of success. After all, measuring your effectiveness has been a guiding theme throughout this book.
Let’s assume you’ve used all the correct tools and made your final judgments about the 5 Cs. One final step remains: you will want to craft an easily understood assessment report. People unfamiliar with social media and even seasoned professionals may find it difficult to assess the efficacy of social media and explain the return on investment (ROI). That’s why crafting your social media assessment requires special care.
What do you need to know ...