You have a good idea of the types of strategies you think will be effective at increasing awareness and positive perceptions for your company. That’s fantastic, but the true test of a good strategy is how difficult it is to measure its impact on the company. Chapter 3, “Social Media for Brand Awareness,” provided a framework for developing a measurable social media strategy, but now you need to look at what you’re actually going to measure.
This book has discussed two types of brand awareness strategies: brand awareness campaigns and reputation management. The measurement approaches for these are different and should be considered separately. But a few core elements are important for both approaches. ...
Get How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI now with the O’Reilly learning platform.
O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.