4. Measuring Social Media for Brand Awareness

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. ...

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