Strategy and Evaluation of Social Media

This blog will be about how to use social media for a company. The first thing is strategy, a company cannot just post a bunch of videos and pictures and aspect anyone to understand what they are trying to do and what the company is about. The second thing is evaluation of the use of social media, for instance there are certain timeframes throughout the day in which different sites have the most users on at once.

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Everything you say on the social web should “sound” like your brand (MARQUARDT, 2011). Therefore, if your company is about helping teenagers become more comfortable with their bodies and making them realize the body that the media wants them to have is false, then you need to make sure your post are about that and not about how Nike uses children to make their shoes. You have to consent with your post and keep them inline with your mission. Also you want to make sure you keep your followers or readers involved and one way of doing that is through surveys and links to other websites that have more information (DeMers, 2014). Just remember that you have a message that you want to tell people, you just have to find the right tool to use to communicate with your audience.


Just because you have the best strategy does not mean that you will have the most success but instead you have to use it effectively. The clear path exists for social media marketers who use social media in a direct selling way. It’s pretty straightforward to set up your web analytics tools to segment the visitors arriving from social media sites and then analyze if their behavior or conversion rates are different from other visitors (Kallas, 2016). You do not want to be wasting your time on viewers and followers who do not really care about your cause, instead you want to divide your followers into real followers and ghost followers (people who follow but never comment or like any post). Conversation Rate. Amplification Rate. Applause Rate. Economic Value. Four simple measures that get you to focus on the right thing from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact (Kaushik). To learn more about this rates I suggest you click on the link and read up on them.

Examples of Key Points:

When posting, make sure you say it in a way that reflects your company the best, for example if Nike had a new pair of running shoes coming out they would use an athlete to showcase the shoes because they want the athlete to reflect to the shoes. Another thing is to consistent with your post and make sure they align with your goal. If your goal is about losing weight then I suggest you do not post anything about the upcoming Presidential Election because that has nothing to do with your goal.

Take Aways

Social media is a great equalizer for companies versus big companies because on how interactive you have to be on the site and bigger companies are more focused on money statements that social media. Also the biggest thing to remember is that it takes time for all the hard work you put into social media to show up, do not think over night you can go from a nobody business to a rockstar. Just keep your head up and keep working towards your goal because in the end you will see how many people you reached out to and helped.


One thought on “Strategy and Evaluation of Social Media

  1. Hey Caitlyn! I really like the breakdown of your blog post. What stood out to me the most was when you stated, “Just because you have the best strategy does not mean that you will have the most success but instead you have to use it effectively.” I think that you couldn’t have chose a better way to say that. I feel like I was trying to say this in my blog but couldn’t get it out. Also your key points and the example about Nike shoes and athletes made it easier to understand. I think you did a great job and I enjoyed the read!


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