Due: Session $2$

Instructions:

Answer these questions from Chapters $1$ & $2,$ for examples where it$$s relevant, relate to your business or the fictional business you$$ve used in previous courses.

Format your submission so it$$s clear which question you are answering.

Questions

How to measure social media and how to use social media in your own marketing depends very much on your business.

$1.$ How does your company use social media:

What are the realistic costs to the organization?

How important is branding in social media?

When gathering metrics in social media, what circumstances might lead to wrong measurement behavior, ex$.$ What could skew results or lead to misleading results?

What is ROI? Can you quantify it$?$ How do you make sure not to have any lurking variables within your ROI calculation?

$2.$ Further to the descriptive measures, let$$s look into predictive measures using the data from the social media campaigns you are using:

What are levers of purchase intent?

Can you predict purchase intent using social or behavioral clues?

What are the best predictors for the data set you are compiling from your analytics $-$ Past purchases? Country? Age? Reading behavior? Published comments?

Can you improve purchase intent by using social strings such as influencers or social peer pressure? By how much?