COMS 201 - Ch 10 - Measurement, Evaluation, and Budget.

Concepts and Vocab

Social Media Analytics

Social Media Analytics

Involves math, stats, and numbers to measure and evaluate user engagement and competitive intelligence.

Data

Information collected through tools and programs, telling a story of audience reactions and interactions.

Insights

Connect relevant data to explain the "why" behind analysis, guiding businesses and influencers on understanding and interpreting outcomes.

Measurement Strategy

Involves collecting, analyzing data, discovering insights, and narrating past events to plan for the future.

Social Media Metrics

Key indicators like engagement, awareness, share of voice, referrals, conversions, and customer care for evaluating social media performance.

AMEC Components

Objectives, inputs, activities, outputs, outtakes, outcomes, and impact for strategic planning and evaluation in social media campaigns.

Measurement Tools

Traditional methods like focus groups, surveys, and interviews, as well as new tools like social media analytics and third-party platforms.

Importance of Measurement Strategy

Guides content creation, audience engagement, and identifying opportunities and risks in social media campaigns.

Outcomes Evaluation

Cognitive, attitudinal, and conative outcomes to assess comprehension, sentiment, and behaviors of the audience.

Calendar Planning

Scheduling posts, content, research, and evaluation to optimize resources and message placements during a campaign.

Budget Allocation

Investing in tools, content creation, staff, and research, considering metrics like cost per action, conversion, and engagement for social media success.