One of the advantages of social media is that it comes with an enormous amount of readily available data to track it. Keep in mind that new tools are constantly appearing. A year ago, TikTok was relatively obscure. It has exploded.

Based on resources you know are available, and on your own knowledge,how can we interpret and use the results of a social media campaign? Has it ever worked for you? Keep in mind that your evaluation should be continuous and central to the process.