This article examines the methodological aspects of evaluating the effectiveness of marketing campaigns on social media. It highlights the significance of such evaluations, emphasizing their role in optimizing processes, identifying areas for improvement, enhancing decision-making, ensuring alignment with objectives, and enabling iterative progress. The study identifies the unique characteristics of assessing social media marketing campaigns, contrasting them with traditional, non-digital methods commonly used in internal business marketing. The article reviews widely used methods for evaluating social media marketing performance and argues for the development of a customized approach that integrates multiple evaluation techniques with diverse origins, principles, and metrics. Particular attention is given to customer journey mapping as a tool for identifying and resolving potential "bottlenecks" in social media marketing efforts. The article describes the main stages of journey mapping and suggests key metrics for evaluation. It also discusses data sources and provides structured recommendations for creating a company-specific methodology for assessing social media marketing effectiveness. The study emphasizes the importance of setting clear goals, defining specific metrics and key performance indicators, incorporating diverse measures, and automating analytics for long-term use. Finally, it advocates for focusing on creative development as part of the optimization process. This research is intended for marketers working in social media, offering insights into comprehensive evaluation and strategies for improving campaign effectiveness.
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