Social Media Marketing Metrics (Analyzing the Success of Social Media Campaigns Using Different Platforms) 1. The first variable is the total number of online activities, which includes the measures of "Reach" and "Engagement." You explain that reach is the number of viewers that Anastasia has impacted with her social media content. This measure will give Anastasia a good idea of how appealing her social media message is to her target group. You add that engagement measures the number of viewers who care enough about Anastasia's message to actually do something with it. To engage people through social media, you advise Anastasia to create valuable content that inspires people to act. In other words, when someone follows Anastasia on Twitter, it means that that person was impacted by her message (i.e., reach). When someone retweets Anastasia's content, it means that that person cared enough to share it with others (i.e., engagement). What is the total number of online activities of Anastasia's gym on the above five platforms? (Use the data in Figure 1.) 200,330,258,168,255220,320,258,166,244220,300,250,150,233180,320,275,170,265 2. The second variable is the share of voice ratio. You explain that this ratio will inform Anastasia of how her competition is faring on social media. This can be achieved by comparing her figures with those of her competitor. In other words, the share of voice ratio is equal to the total number of online activities of Anastasia's gym divided by the total number of online activities of her competitor's gym. What is the share of voice ratio for the above five platforms? (Use the data in Figure 1.) 1.75,3.88,2.57,1.85,1.541.95,3.83,2.46,1.74,1.831.83,2.99,2.07,1.50,1.111.83,2.06,1.84,1.11,1.98 3. Your third variable is the business-buliding ratio. It equals the number of conversions divided by the total number of online activities of Anastasia's gym. You explain that conversion is the number of viewers who took action because of Anastasia's message by entering her lead generation funnel and joining her marketing database (e.g., registering for a webinar). Consequently, you tell Anastasia that for the fitness campaign to be successful, she must use her website as a "hub" that links all of her social networking posts. What is the business-building ratio for the above five platforms? (Use the data in Figure 1.) 0.51,0.43,0.76,0.33,0.610.20,0.27,0.14,0.16,0.390.43,0.57,0.43,0.30,0.540.22,0.45,0.17,0.23,0.45 4. The fourth variable is the social media return on investment. You define it as a measure of the efficiency of Anastasia's social media fitness marketing campaign. It is equal to: (social media return - social media investment) / social media investment. What is your SM ROI for the above five platforms? (Use the data in Figure 1.) 40,60,17,22,8936,54,18,20,9040,67,18,20,8032,67,92,19,73 5. According to the above results, which social media platform would you suggest that Anastasia use to run her fitness campaign? Twitter Facebook Linkedln YouTube