Determining success in a new world
Brands can benefit from advertising in the social media space. The approaches offer a means to engage consumers, enhance brand reputation and image, build positive brand attitudes, improve organic search rankings, and drive traffic to brand locations, both online and offline.
Co-author Cheryl Dandrea is senior scientific editor for DAZMedia's healthcare agency division.
The steps in any advertising campaign will begin with setting campaign objectives and end with assessing the effectiveness of the strategies and tactics to determine the degree of success in accomplishing the stated objectives and to inform the next campaign. The challenge is to develop a set of measures to assess success and plan for future strategies and tactics.
The appropriate approaches to measurement will vary depending upon the campaign's objectives and the social media strategies and tactics used. However, there are the basic steps any measurement program should include. Those are the steps this article will outline.
