Evaluating Social Media and Inbound Marketing Success for Content Delivery Companies
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
Lora Louise Broady
Analytics; Facebook; Marketing; Measurement; Social Media; social media marketing; tracking; Twitter; websites
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.
Davis, Talia, "Evaluating Social Media and Inbound Marketing Success for Content Delivery Companies" (2010). University College: Organizational and Professional Communications Capstones. 34.