ABSTRACT
This chapter focuses on data collection, analysis, and interpretation within Step 4 Evaluation, and recognizes how a brand uses data throughout the entire campaign is an important competency. It assess whether, prior to launching the social media campaign, proper information was in place and whether the strategic design was correctly developed from the data. After evaluating the preparation that was involved for a campaign to launch, it is helpful to evaluate the effectiveness of the actual implementation and engagement of the campaign. Formative research, which helps form the foundation for campaigns, is important as it helps identify key elements that, if missing or incorrect, could result in a less effective campaign. Expert evaluation requires social media professionals to analyze every element of a campaign from start to finish. Two-way dialogue audits should also review the social community's participation in the conversation or dialogue. Each advertising platform provides different combinations of these pricing methods.
