ABSTRACT
Book Title: Social Media Campaigns: Strategies for Public Relations and Marketing 2nd Edition
Author: Carolyn Mae Kim
ORCID ID: https://orcid.org/0000-0002-1093-9172
Step 4: Evaluation—Chapter 6
While analysis will naturally happen throughout the course of the campaign delivery (step three), it is important to clearly assess the effectiveness and growth opportunities of a campaign when it is complete. Evaluation requires measurement across social media platforms and a solid attribution strategy to be established for the value of social media in an overall digital campaign. The opportunity to evaluate a campaign is truly where social media professionals can highlight the value to the organization. It allows for the clear articulation of ROI and contribution to the organization's vision. This chapter covers foundations of research and then explores particular metrics that are relevant within a social media campaign. It concludes with an examination of social media stewardship, which is a commitment to ongoing relationships with stakeholders and can produce loyalty, credibility and commitment for the brand.
