Marketers may wish to accomplish any number of goals with their social media campaigns, including: awareness, engagement, positive attitudes, advocacy, sales, etc. It is important to measure progress towards these goals in appropriate ways using relevant and accurate metrics.
For this assignment, you will consider the companies we studied in case analyses this semester (i.e., Nike, L’Oreal, Sephora, and Ford).
For each company, identify one goal they were trying to achieve with their social media marketing campaigns. Next, describe one or more metrics they could use to evaluate their success in achieving this particular goal. Explain why these metrics are appropriate for measuring each respective goal (e.g., Nike: Goal A –> Metric A; L’Oreal: Goal B –> Metric B; etc.).
You should complete this exercise (individually) for each brand (i.e., Nike, L’Oreal, Sephora, and Ford), and chose a different goal and different metrics for each brand. You can reference our online textbook (Stephen and Bart) for more information on various types of metrics.
Your responses should be posted in the comment section below.
This assignment is due before our next class on 12/1.