After expending time, energy, and funds on social media campaigns, organizations want proof that their efforts have successfully helped achieve business goals. Last week, you explored how choosing the right criteria and tools can provide that proof. Alternatively, such data can provide reasons that explain why efforts have not succeeded and provide a rationale for future changes.
A solid evaluation plan can be an asset to a social media campaign long before the conclusion or even the implementation stage of the campaign. At the inception of an effort, a well-thought-out evaluation plan can act as a different kind of proof. A well-conceived evaluation plan can demonstrate to an organizations management team that the developers of the social media plan have given the project sufficient thought and made an effort to correlate the campaign explicitly with business goals.
For this reason, an evaluation plan should be developed in the planning phase of the campaign and not the implementation phase, as some organizations do in early social media efforts. Because an evaluation plan can serve as a critical component of proof in every phase of a social media campaign, it is a crucial component of the Social Media Plan Course Project.
To prepare for Stage 5 of the Course Project:
Please research social media measurement and analytics and bookmark your results for later use.
Identify tools that are built into those channels you selected for your social media campaign that will be useful in assessing your social media campaign.
Identify assessment gaps of the built-in tools.
Identify additional assessment tools you might use.
Review the rubric associated with this assignment.
To complete Stage 5 of your Course Project:
Submit and post to the Discussion Board for Peer Critique a 3- to 5-page paper that includes the following:
A comparison of the built-in analytical tools for each of the four channels you selected that addresses:
Prominent and unique features.
The types of measurements available.
The perspective they provide.
An evaluation of whether these tools will be sufficient to evaluate the impact of your communication plan.
An explanation of how you will use these tools to assess the impact of your social media campaign.
A description of any additional tools that may be needed to provide additional information necessary for assessment and to fill existing gaps in the built-in assessment tools and which gaps they will fill.
An explanation of what prompted your choices of additional assessment tools.
Two required Readings and one or more optional Readings.
Attached are Stages 1-4 of my project for your review and reference
Required References:
Blanchard, O. (2011). Social media ROI: managing and measuring social media efforts in your organization. Boston, MA: Pearson.
Chapter 11, Social Media and Digital Brand Management (pp. 135156)
Chapter 12, Real-Time Digital SupportFixing Customer Service Once and for All (pp. 157172)
Chapter 5, Understanding How Social Media Plugs into the Organization (pp. 5770)
Brown, N. A., & Billings, A. C. (2013). Sports fans as crisis communicators on social media websites. Public Relations Review, 39(1), 7481.
This article addresses a sports crisis at the University of Miami and provides lessons learned.
Fisher Liu, B., & Kim, S. (2011). How organizations framed the 2009 H1N1 pandemic via social and traditional media: Implications for U.S. health communicators. Public Relations Review, 37(3), 233244.
This article compares social and traditional media in the framing and presentation of the 2009 H1N1 pandemic.
Freberg, K., Palenchar, M. J., & Veil, S. R. (2013). Managing and sharing H1N1 crisis information using social media bookmarking services. Public Relations Review, 39(3), 178184.
This article discusses social media outlets as a mainstream venue for risk and crisis communication.
Freberg, K. (2012). Intention to comply with crisis messages communicated via social media. Public Relations Review, 38(3), 416421.
This article presents the rapid growth of social media and the challenge of communicating crisis information that produces maximum compliance.
Manso, M., & Manso, B. (2013). The role of social media in crisis: A European holistic approach to the adoption of online and mobile communication in crisis response and search and rescue efforts. In Akghar, B., & Yates, S. (Eds), Strategic intelligence management: National security imperatives and information and security technologies (pp. 93107). St. Louis, MO: Butterworth-Heineman.
Strategic Intelligence Management: National Security Imperatives and Information and Security Technologies by Akhgar, B & Yates, S. (Eds.). Copyright 2013 by Elsevier Science & Technology Books. Reprinted by permission of Elsevier Science & Technology Books via the Copyright Clearance Center.
This article addresses a European, holistic approach to the use of online mobile communication in crisis response.
Utz, S., Schultz, F., & Glocka, S. (2013). Crisis communication online: How medium, crisis type and emotions affected public reactions in the Fukushima Daiichi nuclear disaster. Public Relations Review, 39(1), 4046.
This article discusses how the medium impacts public reactions in the Fukushima Daiichi nuclear disaster.
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