Title

Evaluating Social Media and Inbound Marketing Success for Content Delivery Companies

Date of Award

8-12-2010

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

Analytics; Facebook; Marketing; Measurement; Social Media; social media marketing; tracking; Twitter; websites

Abstract

Social media and inbound marketing have been on the receiving end of much hype in the past five years. Due to the rapid growth of Internet usage, companies find themselves needing to stay current and develop new marketing tactics. This is especially true for companies whose product is the content they deliver electronically through their Web site. The initial depiction of online social media marketing as an easy and cheap/free solution has proven to be inaccurate. Many companies find themselves lacking for a way to measure successes with these new tactics that provides an accurate picture of the success or failure of their online initiatives. This study surveyed consumer behavior and evaluated extensive historical analytics with the object of finding a uniform way to measure success. However, the outcome proves that as of yet there are no definitive measurement tactics but there are clear best practices to capitalize on success.

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