Record evaluation methods and results to measure your social marketing campaign's effectiveness.
The Evaluation step captures how your campaign's impact was measured, including the channels and methods used to assess audience recall and engagement.
Screenshot: The Evaluation section of a social marketing campaign showing the Yes/No selector for whether evaluation was performed, the Add Evaluation button, and an evaluation entry form with Market Channel, Market Segment, Assessment Types, Assessment Methods, Number Evaluated, Number Recall Aided, and Number Recall Unaided fields
1
Indicate Whether an Evaluation Was Performed
Select whether an evaluation was conducted for this campaign. Choose Yes to enable the evaluation form, or No if no evaluation was performed.
2
Add an Evaluation Record
Click Add Evaluation to create a new evaluation entry. You can add multiple evaluation records to capture different channels or methods.
3
Select the Market Channel
Choose the Market Channel that was evaluated (e.g., television, social media, print). If your channel is not listed, select Other and provide a description.
4
Select the Market Segment
Optionally choose the Market Segment that was the focus of this evaluation (e.g., a specific demographic group).
5
Select Assessment Types and Methods
Choose one or more Assessment Types to describe what was measured (e.g., awareness, recall). Then select the Assessment Methods used to collect the data (e.g., survey, interview, focus group).
6
Enter Evaluation Results
Provide the quantitative results of your evaluation:
Number Evaluated -- Total number of individuals included in the evaluation.
Number Recall Aided -- Individuals who recalled the campaign when prompted.
Number Recall Unaided -- Individuals who recalled the campaign without prompting.
7
Save and Continue
Click Save and Continue to save the evaluation data and proceed to Mark as Complete.
TIP: Add separate evaluation records for each market channel you evaluated to capture channel-specific results.
NOTE: You must indicate whether an evaluation was performed (Yes or No) before the campaign can be marked as complete.
