Social Media Playbook: Planning & Measuring Campaigns

If a tree falls in the forest and no one is around to hear it, does it make a sound? If we agree to measure sound as a human experience, then the answer is ‘no’. The same can be said of social marketing campaigns.

The most fundamental component of a successful social marketing campaign is the reaction of its target audience. Failing to make use of — or drastically underutilizing — rich data that can be gleaned from today’s densely populated social media landscape is a significant missed opportunity.