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With the rapidly increasing prominence of social media and the means by which firms and corporations can leverage such an outlet to acquaint themselves with prospective clients, the necessity to adequately measure and represent the level to which social media is contributing or…
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Download file to see previous pages Similarly, as a means of determining overall viability of the social media outreach plan that has heretofore been utilized, the discussion will be concentric upon seeking to define the plan that best promotes the interests of the firm while seeking to maximize the exposure per pound spent on marketing that lies at the core of any and all successful marketing analyses.
As a way to provide answers to the overarching question of effectiveness which has been outlined above, this report will seek to lay out the results of a pilot study. As such, the pilot study will have the express intention of providing insights into whether or not the social media outreach which is being performed has a positive contribution to the viability of the firm, to what extent, and whether or not the expense to operate such a program is worth the yield that it generates. As with any pilot program, the scope, time frame, number of individual results weighed, and an analysis of the contributing factors have all been weighed (Tuten et al 2012, p. 203). The following section will briefly detail how each one of these was undertaken within the confines of the given pilot study.
For purposes of the pilot study, the account activity, posting ratio, overall number of hits, total number of sign ups generated and percentage of clicks garnered were analyzed. With respect to the period of time that was employed, a period of 2 months of activity was analyzed (Rodriguez et al 2012, p. 371). The raw data itself was made available to the requesting entity by statistics and tracking software provided free of charge to the firm via Facebook’s statistics software. For purposes of brevity and the absence of bias, the software was employed as a way to readily generate a plethora of data and habits with relation to the web habits of those within the target demographic. Through an analysis of the time period mentioned, the ...Download file to see next pagesRead More
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