What metrics do you consider when analyzing the success of a social media campaign? - Stories of Influence in Communication and Media

Sample interview questions: What metrics do you consider when analyzing the success of a social media campaign?

Sample answer:

Reach: This metric measures the number of unique individuals who have seen your content. It’s a good indicator of how well your campaign is performing in terms of awareness.
Impressions: This metric measures the total number of times your content has been seen. It’s a good indicator of how much attention your campaign is getting.
Engagement: This metric measures the number of people who have interacted with your content, such as by liking, sharing, or commenting on it. It’s a good indicator of how well your campaign is resonating with your audience.
Conversion: This metric measures the number of people who have taken a desired action after seeing your content, such as clicking on a link or making a purchase. It’s the ultimate measure of the success of your campaign.
Cost per acquisition (CPA): This metric measures the amount of money you spend to acquire a new customer through your social media campaign. It’s important to track CPA to make sure that your campaign is cost-effective.

In addition to these core metrics, you may also want to consider the following:

Brand mentions: This metric measures the number of times your brand is mentioned in social media. It’s a good indicator of how well your brand is being received by your audience.
Sentiment: This metric measures the overall tone of the social media conversation about your brand. It’s important to track sentiment to make sure that your brand is being perceived in a positive light.

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