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Please see the instructions for Activity #3. I have attached the SWOT analysis from my previous assignment. As instructed, please use the “O and “T” of the SWOT analysis. The Nike article is attached as well as Figure 11.4 from our required textbook. It was in a table, but I could not copy the table. Our textbook is: Tuten, T. L. (2023). Social Media Marketing (5th ed.). SAGE Publications, Ltd. (UK).
Activity #3 Instructions
I highly recommend Fast Company for trends, changes and inspiration for new ideas (in other words, the O & T of your SWOT).
This article outlines a creative strategy and tactics Nike used to stand out in the competitive athletic shoe industry.
1. Read the articles
2. Refer to Figure 11.4 on page 371-372 of your textbook. Answer the following questions:
3. How many metrics can you identify that Nike could use to track success or failure of the campaign?
4. Create an original post with your answers, be specific. Number and label each metric you identified and include a brief explanation of how each metric can be used to track the success (or failure) of the campaign. This should help you identify metrics for your own client (for Discussion 4).
5. Cite the textbook, the Fast Company article and any other sources you use for full credit.
The fast company article:
ttps://www.fastcompany.com/40547805/nike-has-a-new-digital-playbook-and-it-starts-with-sneakerheads
11.4 figure from textbook
Metrics
The next step is to decide on the metric, or specific standard of measurement, we will use to measure the objective. When we specify our metrics, we need to match these to the results we are concerned about—whether attitude shifts and behavioral responses from our target audience or efficiency and profitability measures resulting from cost savings and/or increased sales. Table 11.4 lists some of the most commonly used metrics.
Table 11.4 Commonly Used Social Media Metrics
1 WOM/Buzz volume
Number (volume) of posts, comments, reposts/shares
Frequency, momentum, recency, seasonality
2 Asset popularity, virality
Sharing, viewing, bookmarking, downloads, installs, embedding of branded assets such as videos, pictures, links, articles
Changes over time
3 Media mentions (earned media)
4 Brand liking
Fans, followers, friends
Growth in fans, followers, friends
“Likes,” favorites, ratings, linkbacks
5 Reach and second-degree reach (influence impressions from others)
Readers, viewers
Subscriptions
Mentions, links
6 Engagement
Comment volume
UGC submissions, contest participation
Subscriptions (RSS, podcasts, video series, document series)
Time spent with social pages
Interactions, applause, amplification
7 Rating scores, review volume and valence
8 Influence
9 Search engine optimization
10 Website effectiveness (traffic, clicks, conversions, viewthroughs, bounce rate)
11 Share of voice
12 Economic value
13 Sentiment
Nature of comments, tag attributes
Attitudes
14 Customer value
Sales changes online, offline
Customer lifetime value shifts, customer retention, lower customer acquisition costs
Source: Based on sources including Berkowitz (2009), Jeffrey (2013), Murdough (2009)
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