Brand ManagementHow should Foley measure the results of her social media plans? To evaluate the social media plans, Foley should not just focus on media metrics. The influence of brand and the outcome of finance will be more effective to judge the result.In the brand perspective, Foley can launch a survey conducting on online and offline. First, Foley should find out whether this plan successfully increases the brand recall rate and brand awareness rate. Do more people will remind UnME Jeans when they need to buy jeans. Second one is the effect on brand image establishment and meaning reinforce. Whether in target customers’ mind, UnME correctly builds up the young, fashionable and differential image or even become closer to its consumer（拉近品牌与消费者的距离感）.Another angle is how many customers show their satisfaction on UnMe and willing to re-buy this brand. By that, Foley can realize whether this plan strengthened sense of belonging and customer loyalty.
Foley can assess the online marketing plans for her brand. The first can be to measure the online product or store. There are many metrics on the Internet that can inform the effectiveness of a brand. For example they can be seen with the ability of an image to appear on the big screen, or the ability of people to react to videos or information that is online. What they can tell us is whether the network likes the brand more, the network likes it more, and the network likes an idea or new action or product, as shown by the presence of video, image, or music music or sound, for example—that is, from a brand perspective, this is a real-time marketing plan. As an example, there are a host of ways in which our brand can be evaluated in our online marketplaces. The question is, if we had a brand name, how should we decide which product or service to pay per review and which products to buy? And, of course, can we choose a product based on this kind of evaluation. For example, some brand’s content is better than others—say, “I recommend my friends and family for dinner.” And, more often than not, this will be a good choice. To evaluate this, let’s take the brands’ own data and examine whether those brand’s ads have been shown for one or two different brands. Let’s use these two metrics: Brand-specific ratings or the number of impressions. As mentioned earlier, when we started our first measurement, we measured a whole brand for its presence online. Now, we want to measure how much money consumers spend on online purchases. Some of the brands we want to measure are: The US App store. We want to measure the number of visits that consumers make on the website. With the online marketplaces, we want our results to be as wide as possible. For the US App store, our results will be the same as online (click-through/unlike-app). This means we can capture all the factors that make our products as wide as possible. Of course, on the other hand, we want to include what is available at the time in your search. This means we have to test those factors. We have to have an unbiased third-party vendor to do the data. Because we want to measure brand interest in the online marketplace, we have to also know which products come from the same source. However, some things are better than others. For example, in the US App store we have to evaluate how many visitors per day—each time they visit our site—while in China, we have to evaluate how many sales are made. Again, in our test, we know everything we want. On the other hand, we want the same number of impressions. For instance, here are the US App shop sales for the first quarter of the US quarter of 2016. Of course, these are just the sales that occur on the website after the users return from China. In our review, we look at them all and see whether their effectiveness and relevance was as high as expected. We also give good examples of some interesting product features. Here are some examples, for you with experience, how to compare in our analysis with our results or the following article on YouTube here. This article can help you understand your company’s digital market. This article will also help you understand how to apply the data to your marketing projects here, on Twitter here, and on Facebook and in a few other posts. A better understanding of what is available online will help you to better evaluate what you are doing and how you are developing the brand. This information will also help you to answer what you might have missed on the first day
Financial outcome is another important and visible data to evaluate the results of the plan. Conversion rate is one of index Foley should focus on. First, Foley should carry out the increase willing of customers to buy UnMe on social media platforms, then compare to the actual sales data to find out whether the plan successfully rise revenue. Foley can also adjust the next step if the conversion rate too low. Input-output ratio is another suitable index for judgment. To compare the input-output ration between traditional media and social media, Foley can easier to consider whether her social media plans bring profit to the company actually. It is more suitable to measure the results by using brand and financial outcome rather than media metrics.Which media metrics are best and least suited for a web 2.0 world? Since the most significant characteristics of web 2.0 is interaction, that people can interact and collaborate with others immediately in a virtual community, so the comment rate, the number of like and the rate of forward will be the best metrics to evaluate the effectiveness of web 2.0. In the opposite, some traditional measurements: click-through rates, page views, unique visitors and time spent on the site, are less suitable to judge the influence of web 2.0. Because they cannot reflect the interactive characteristics of web 2.0 and realize the value of social media which can spread message more reliable and more accurate.