MARK 451 Lecture Notes - Lecture 6: Brand Awareness, Brand Engagement

• School: Concordia University
• Department: Marketing
• Course: MARK 451
• Professor: Phillipe Colas

Document Summary

Managers should begin by considering consumer motivation to use social media and then measure the social media investments customers make as they engage with (cid:373)a(cid:396)kete(cid:396)s" (cid:271)(cid:396)a(cid:374)ds. Returns from social media investments will not always be measured in dollars, but also in customer behaviors (customer investments) tied to particular social media applications. Customer investments include number of visits and time spent with application as well as valence of blog comments and number of facebook updates and twitter pages about the brand. Social media are important even as they struggle with how to quantify this. The narrow focus ignores more qualitative objectives such as the value of tweet about a brand that flow from the unique capabilities of the internet and have no obvious analogues with traditional media metrics. Manager"s ability to measure effectiveness: dead end. Marketer has only a limited ability to measure his social media efforts (fuzz) and believes that his efforts are not working (failing)