Campaign Performance

is the practice of measuring and evaluating the effectiveness of a social media marketing campaign. Figure 1 summarizes the steps involved.

In many respects, a social media marketing campaign is like a traditional marketing campaign. It has goals and objectives that can vary widely in nature and intensity. It relies on good content and effective ways to get that content into the right hands at the right time. It also uses a range of analytic metrics that can tell a marketer a lot about how well the campaign is doing. However, in at least one essential respect, a social media marketing campaign is different from a traditional marketing campaign, and that is in the analytic tools that are available for even basic performance tracking purposes. Some of the most important analytic metrics a social media marketer must examine and understand are these: reach, impressions, engagement rate, click-through rate (CTR), cost per click (CPC), conversions, return on ad spend (ROAS), and some combination of these metrics that tell a social media marketer whether or not the target audience is receiving the intended message. Part 1 of this chapter discusses in more detail what these metrics are and what kind of story each one tells.