Assignment

1- Of the various approaches to measure the returns of social media marketing efforts listed in the chapter, which one(s) do you find particularly insightful and why?

2- Reflect on why a company would care about measuring the degree of engagement people feel as a result of the brand's social media campaign.

3- Come up with your own example of a SMART objective for a social media campaign and explain why you think it fits the SMART framework.

4- Reflect on how marketers use the data collected by monitoring.

5- Reflect on the challenges for social media research to define a population.