Chapter 10: Measurement, Evaluation, Budget, and Calendar

    There are seven key areas of social media.

• Objectives- use this for planning
• Inputs- use this to understand the people in the social media campaign
• Activities- use this for updates and assets
• Outputs- this is the likes, follows, and reactions of people to measure the impact
• Outtakes- this comes from the feedback and recall from the audience to see if the content is effective
• Outcomes- this is similar to outtakes, and looks at if you changed the person in any way
• Impact- this looks at if people have been influenced or changed in any way

    You should have a strategy to measure your social media campaign because it helps to lay out all the steps, be better informed, make better content, and make more effective content. 

    

    There are also different types of objectives. The different types of objectives are, cognitive, attitudinal, and conative. 

    Some of the areas that are worth investing in include, tools, people, consultation fees, research, education, and promotion and sponsored content.

    Some of the different types of metrics are CPC (cost per click), CPI (cost per impression), CPA (cost per action), and CTR (click through rate).