RMG 922 Chapter Notes - Chapter 11: Performance Indicator, Social Media Marketing, Online Advertising
27 Dec 2019
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What matters is measured: key performance indicators (kpis) are metrics that are tied to organizational objectives. In order for kpis to be valuable, we must first make sure the objectives they"re supposed to measure are well defined. Smart social media marketers are focusing on assessing the extent to which objectives were met using kpis. Involvement (the presence of a person at each social touch point) - page or profile visits; content views. Interaction (the actions people take while present at the social touch point) - likes, shares, completion rates; average time spent per interaction; comments; downloads. Intimacy (the affection or aversion a person holds for the brand) - sentiment, complaints, compliments, contribution quality, emotion expressed, brand perception, brand attitudes. Define: motivating some behavior from the target audience such as visits to a website or purchases of the product. Increase brand awareness (to generate impressions equivalent to or greater than reach goals in media plan) - views, impressions, mentions, interactions.
