Brand Management

How should Foley measure the results of her social media plans?

To evaluate the social media plans, Foley should not just focus on media metrics. The influence of brand and the outcome of finance will be more effective to judge the result.

In the brand perspective, Foley can launch a survey conducting on online and offline. First, Foley should find out whether this plan successfully increases the brand recall rate and brand awareness rate. Do more people will remind UnME Jeans when they need to buy jeans. Second one is the effect on brand image establishment and meaning reinforce. Whether in target customers’ mind, UnME correctly builds up the young, fashionable and differential image or even become closer to its consumer（拉近品牌与消费者的距离感）.Another angle is how many customers show their satisfaction on UnMe and willing to re-buy this brand. By that, Foley can realize whether this plan strengthened sense of belonging and customer loyalty.

Financial outcome is another important and visible data to evaluate the results of the plan. Conversion rate is one of index Foley should focus on. First, Foley should carry out the increase willing of customers to buy UnMe on social media platforms, then compare to the actual sales data to find out whether the plan successfully rise revenue. Foley can also adjust the next step if the conversion rate too low. Input-output ratio is another suitable index for judgment. To compare the input-output ration between traditional media and social media, Foley can easier to consider whether her social media plans bring profit to the company actually.

   It is more suitable to measure the results by using brand and financial outcome rather than media metrics.

Which media metrics are best and least suited for a web 2.0 world?

   Since the most significant characteristics of web 2.0 is interaction, that people can interact and collaborate with others immediately in a virtual community, so the comment rate, the number of like and the rate of forward will be the best metrics to evaluate the effectiveness of web 2.0. In the opposite, some traditional measurements: click-through rates, page views, unique visitors and time spent on the site, are less suitable to judge the influence of web 2.0. Because they cannot reflect the interactive characteristics of web 2.0 and realize the value of social media which can spread message more reliable and more accurate.

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