For the last week of lectures this seminar (we’ll have drop-in tutorials next week), it is time to have a look at your group project and what it entitles. During our Monday lecture we revisited the brief looking again at what would be expected in each section and reminding you what content/lectures to check that can help you in writing up those sections.

Anna has also posted on myBU a document with some more advice (is in the announcement section) which I highly recommend that you check.

Your report for this assignment should be based on your critical analysis and reflection of what you have done with your group project. The emphasis therefore should be on your in depth justification of your choices (of digital media, of strategy) and of your decisions (measurement, tools, planning, strategy adaptation and more) as well as on the specificity of your target audience and objectives.

Goals, objectives, tactics

These are very important in every campaign. Please revisit lectures 5 and 6.

Remember that goals are general and conceptual, while objectives are specific and measurable. A goal usually has more than objective. Lecture 5 provides you one example of working towards SMART objectives, by making you think of how you link your goals with your outcomes or KPIs.

Beth Kanter‘s post and embedded powerpoint provides you with very good examples on how you conceptualize and operationalize your goals and objectives. Chaffey also has some good advice on setting goals. For more information also check AMEC’s valid metrics framework.

Below there are also some more examples, inspired from Olivier Blanchard’s book (Social Media ROI – on your reading list).

Goal: Increase sales

Objective: Increase frequency of purchase with X% among target group by week Y of campaign

Tactics: Use Facebook to provide target audience with discounts for repeated purchases (this then becomes increase frequency of purchase coming from Facebook discounts with x% among target group by the end of the campaign)


  • positive of net new mentions of product/company
  • number of likes before/during campaign
  • number of shares during campaign
  • click-throughs on offer related links
  • number of repeated purchases/customer

Goal: Relationship – Improve customer service

Objective: Increase by x% the number of inquiries solved via social media by the end of the campaign

Tactics: Use Twitter account as customer service outlet (this then becomes increase x% of inquiries solved via twitter)


  • number of mentions qualifying as an inquiry (per week/per month/per campaign)
  • number of replies qualifying as an answer to an inquiry (per week/per month/per campaign)
  • ratio of inquiry to response messages (per week/per month/per campaign)
  • number of solved inquiries by the end of the campaign
  • Target audience

Make sure that your target audience shows careful consideration, is a reflection of your consideration of your positioning in comparison with your competitors. Lecture 6 has more details on segmentation. Also check the demographic classification for the UK.

The implementation of the campaign

Your content plans are highly important here. Paul Sheehy’s lecture (on myBU) about storytelling and the lecture on user generated content can be useful for this section. Explain how your content plan is appropriate for the goals and objectives you set up and justify your implementation of the plan.

The evaluation of the campaign

This section requires you to examine and evaluate the results of your campaign. Make sure you justify the metrics you chose. Having SMART multiple objectives that reflect your goals should help. How do the metrics chosen reflect your goals and objectives. Did everything go to plan? If not, how and why did you adapt – your plan, your objectives, your monitoring, your measurement? What are the strenghts/weaknesses of the measurement tools/formulas you used? What are the strenghts/weaknesses of your tactics?

Conclusions and Recommendations

Was your campaign successful? If yes, how? If not, why? Should you continue the campaign, what would you recommend doing. Please ensure that these recommendations are so specific that the person taking over from you can take over and implement them.

Read more:


About Ana ADI

Professor of Public Relations/Corporate Communications @ | Researcher | PR & Social Media Consultant | Fulbrighter

One response »

  1. […] The guest lecture to BU students held by Brad Fry from Folk has more details. More details about campaign evaluation  and social media ROI are also on the DCSBU […]

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