Elon Journal - Spring 2012 - Emily Cray
Channel: Elon School of Communications
Date: 2012-09-14

This research analyzed the viewpoints of advertising agency professionals regarding the monitoring and measurement of social media for clients. Using one-on-one interviews, the study found that successful campaigns are fully integrated, with social media possessing transparent and responsive characteristics and serving as an amplification and engagement tool. The Facebook "like" is the most commonly measured metric; however, the importance of a specific metric is dependent on the campaign's objectives. Free built-in analytics tools are primarily used to measure social media, while paid-for third-party tools are not as common. Faculty mentor: Dr. David Copeland