Evaluating Social Media Advertising (Chapter 15)

Evaluating the effectiveness of social media advertising presents new and differing challenges to marketing professionals.

Resources:

• Neil Patel Video
• Adstage Article
• Forbes Six Metrics

Discussion Questions

1. Describe Neil Patel’s approach to evaluating social media.  What key factors does he mention?
2. Name the four hints given in the Adstage Article regarding evaluation of social media advertising. Can you think of additional important metrics or measurement issues?
3. Examine the Forbes Six Metrics article. How do the six compare to those cited in Chapter 15 and/or the Adstage article?
4. What differences are there between evaluating traditional media advertising and social media advertising? Which metrics are most important to both? Defend your answer.