Chapter 10: Social Media Metrics

Main Ideas
After reading this chapter, I found that it discussed a lot about the extent of evaluation within social media. By evaluating outcomes marketers can asses their opportunity costs and possible threats. Metrics also plays a huge role in social media. Marketers use metrics to compare results that relate to specific marketing objectives. In all, it helps develop better marketing strategies in order to prepare for the future.


Strengths & Weaknesses
I enjoyed reading this chapter, I like how it explained how everything is measured in social media. There is a certain frequency that must be obtained in order to keep a site relevant and this chapter thoroughly explains that. However, I found the chapter to be too short there was a lot more that could have been explained that I did not understand. Such as baselines, measurement maps, and tracking. These all are important factors within social media, but I did not grasp a clear reason why.

Terminologies
I have listed a few terminologies that I had never heard before while reading this chapter:

Relative Pull:  A comparison of how well different creative regards generate a response

Sales Conversions: the specific number of people who click through a site to purchase a product

Viewthroughs: the specific number of people who are exposed but do not view a site, however may revisit later

KPI's: "key performance indicators" are metrics that are intertwined with organizational objectives

Return Metrics: mainly focuses on outcomes that support the success of the brand

Metric
A metric can best be described as a form of measurement that researchers use. It's great for recording data and forecasting. It also plays a big part in sales conversions and the speed of responses sights receive from users.

Student Organizations
As a college student a lot of organizations related to the university use social media to their advantage. One I find most primitive is the fashion club within the college of business. Although I am not a member, as a fashion major I see that they promote a lot of people to join through Instagram. From the SMART objectives this strategy relates to "S" having a specific goal, "A" making those goals assignable, and "T" because they are time based.  Two metrics that can be related to these objectives are sales conversions and viewthroughs. Because they provide the data that is needed to keep up with organizational goals.