While growing up in Oulu, Finland, Anastasia’s family instilledin her three core values: (1) hard work, (2) diligence, and (3)fitness. When she moved to Seattle, Washington, Anastasia decidedto open a gym for women, modeled according to her ideals andprinciples. She met you through social media, and because of yourexpertise in marketing, she asked you to help her with analyzingthe success of her multi-platform social media fitness campaign toincrease women’s engagement in physical activities. She informedyou that research has found that 75 percent of women want toincrease their level of physical activity or work out more, but maynot do so because of inhibition or embarrassment. Therefore, thereis a need to approach and convert some of these women intocustomers at her gym. Anastasia has decided to create a socialmedia fitness campaign targeting women aged 15-50 to inspire themto adopt her values by increasing their engagement in physicalactivities during the week and ignoring others’ judgment andcriticism.

Fuse/Getty Images

You inform Anastasia that when planning a social media campaign,it can’t be approached from a conventional or across-the-board, bigmedia advertising mindset. Instead, it must be well-planned,pertinent to viewers, and most importantly, inherently shareable.People will only communicate a message if it resonates with thempersonally when connecting with friends, family, and followers(i.e., groups). Ultimately, when someone decides to share aconcept, such as increasing physical activity, she must feel thatit defines her in every way.

You conclude that the fitness campaign should manage perceptionsof the new gym and communicate its values to others. Then, you moveon to analyze the data of several variables, ratios, and a Pearsoncorrelation.

Figure 1: Social Media Marketing Metrics (Share of Voice and SMROI Ratios) Measuring the Success of Various Platforms

Social Media Marketing Metrics	LinkedIn	Twitter	Facebook	uTube	Blog
Reach of Anastasia’s Gym	Connections: 150	Followers: 260	Likes: 170	Views and Subscribers: 110	Visitors: 195
Engagement with Anastasia’s Gym	Comments: 70	Retweets, Mentions,and Direct Messages: 60	Shares: 88	Ratings: 56	Clicks: 49
Total Number of Online Activities (Reach + Engagement) of Competitor’s Gym	120	155	140	150	123
Conversion	Webinar Registrations: 45	Registrations for Content Downloads: 85	Online Lead Generation Form Completions: 35	Phone-in Leads: 26	Online Sales: 95
Social Media Investment	5000	6000	5500	7500	2500
Social Media Return	7000	10000	6500	9000	4500

1. The first variable isthe total number of onlineactivities, which includes the measures of “Reach” and“Engagement.” You explain that reach is thenumber of viewers that Anastasia has impacted with her social mediacontent. This measure will give Anastasia a good idea of howappealing her social media message is to her target group.

You add that engagement measures thenumber of viewers who care enough about Anastasia’s message toactually do something with it. To engage people through socialmedia, you advise Anastasia to create valuable content thatinspires people to act. In other words, when someone followsAnastasia on Twitter, it means that that person was impacted by hermessage (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 gymon the above five platforms? (Use the data in Figure 1.)

multiple choice 1

• 180, 320, 275, 170, 265

• 220, 300, 250, 150, 233

• 200, 330, 258, 168, 255

• 220, 320, 258, 166, 244

2. The second variable is the share of voiceratio. You explain that this ratio will informAnastasia of how her competition is faring on social media. Thiscan be achieved by comparing her figures with those of hercompetitor. In other words, the share of voice ratio is equal tothe total number of online activities of Anastasia’s gym divided bythe 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.)

multiple choice 2

• 1.75, 3.88, 2.57, 1.85, 1.54

• 1.83, 2.99, 2.07, 1.50, 1.11

• 1.95, 3.83, 2.46, 1.74, 1.83

• 1.83, 2.06, 1.84, 1.11, 1.98

3. Your third variable is the business-buildingratio. It equals the number of conversions divided by thetotal number of online activities of Anastasia’s gym. Youexplain that conversion is the number of viewers who tookaction because of Anastasia’s message by entering her leadgeneration funnel and joining her marketing database (e.g.,registering for a webinar). Consequently, you tell Anastasia thatfor the fitness campaign to be successful, she must use her websiteas a “hub” that links all of her social networking posts.

What is the business-building ratio for the above fiveplatforms? (Use the data in Figure 1.)

multiple choice 3

• 0.51, 0.43, 0.76, 0.33, 0.61

• 0.20, 0.27, 0.14, 0.16, 0.39

• 0.22, 0.45, 0.17, 0.23, 0.45

• 0.43, 0.57, 0.43, 0.30, 0.54

4. The fourth variable is the social media returnon investment. You define it as a measure of theefficiency 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 fiveplatforms? (Use the data in Figure 1.)

multiple choice 4

• 32, 67, 92, 19, 73

• 40, 67, 18, 20, 80

• 40, 60, 17, 22, 89

• 36, 54, 18, 20, 90

5. According to the above results, which social mediaplatform would you suggest that Anastasia use to run her fitnesscampaign?

multiple choice 5

• uTube

• Twitter

• LinkedIn

• Facebook