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Mike Bako, Marketing Manager for D S Simon Productions, spoke with Adriana Giuliani, Creative & Strategic Planning at DevRies, at PR News’ The Big 3 Conference about what social media tools you need to create and measure your campaigns.
“What we like to start first with is what are you trying to achieve. All of these tools on the Internet allow us to have a lot of listening right now. There is so much data at our disposal. The best way to make meaning from that data is to put it into two buckets. There are macro listening tools that can inform your planning and then on the other side you have your real time listening tools that allow you to listen to the stream of conversations going on in the social space. You can then activate and respond to those.”
“Two things that we would look at for a starting place to figure out what success should look like to a campaign would be previous benchmarks, what have the success metrics looked like and how we would benchmark against that and also competitors in the larger category and try to push ahead of that.”