Chapter 10 of "Social Media and Strategic Communication"

In chapter 10 of “Social Media and Strategic Communication” I learned about measuring, evaluating, budgeting, and using a calendar. Social media involves more than just putting out content, it involves math and numbers as well. These numbers are used both from a pro active standpoint and also to tell a story of what happened. This is where measurement and evaluation come into play. Measurement and evaluation travel together in many marketing, strategic communications, and public relations campaigns. The use of measurement focuses on designating specific amounts that reflect change in objectives which are very specific. This is different from evaluation, which focuses on the assessment or value of certain actions in a campaign or strategy. They are two of the final steps to take before providing recommendations for most plans, programs, and campaigns in social media. Having a measurement strategy is extremely important because it will first allow social media professionals to be better informed about their key audiences throughout the social media program and campaign journey. It also allows them to be able to execute and create content which is very beneficial. Having such a strategy also allows them to align content, stories, and other social media updates to be executed at the right time, place and platform. Another reason why is because it allows them to make each post count and be more effective in coordinating a team effort for social media. Lastly, this will help identify more efficiently with key audiences, influencers and micro-influencers, and discover new audiences to create relationships with. Having an evaluative strategy will first allow social media professionals to have a better understanding of how your social media channels benefit your brand and client. Second, professionals will be able to see the overall performance of the content with and without paid support. Third, professionals will be able to note not only the place of social media channels within the community you are engaged with, but how the content spreads and is perceived by others in your field. These people in your field can include influencers, media, etc. I learned many good things from this chapter and hope to learn more as we wrap up this book.