Question

Business should measure social media activities against ______ to determine their effectiveness and then make changes and update the media plan if necessary to increase effectiveness.

A) Industry Standards
B) Competitor Analysis
C) Key Performance Indicators (KPIs)
D) Customer Feedback

Answer 1

Businesses should measure their social media activities against Key Performance Indicators (KPIs) to assess effectiveness; these are predefined success metrics such as conversion rates and engagement levels. If KPIs reveal underperformance, adjustments to the media plan are necessary.

Step-by-step explanation:

When evaluating the effectiveness of social media activities, businesses should measure their performance against Key Performance Indicators (KPIs). KPIs are quantifiable metrics that are pre-determined to reflect the critical success factors of an organization. These could include metrics such as engagement rates, conversion rates, click-through rates, and return on investment (ROI) among others. By comparing their social media activities to these benchmarks, businesses can determine if their efforts are achieving the desired impact. If the KPIs indicate underperformance, it's crucial to update and adjust the media plan to improve these metrics and thus increase effectiveness. KPIs are more effective than just comparing against Industry Standards or Competitor Analysis, and more objective than Customer Feedback alone, although these are also valuable tools for a comprehensive strategy.