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SMM Plan Part III
Producing and marketing a product without regard to ethical, legal, and social
considerations is detrimental to the overall success of any company. Write at least
1600 words, writing the monitoring, tracking, measuring, and evaluating sections of
the SMM plan. In addition, assess the Ethical, Legal, and Social Issues affecting
your product or service, integrating a biblical worldview. You must also analyze the
relationship between these issues.
Your research must also include at least 3 additional academic (e.g., journal articles)
resources to support your conclusions). Format your paper consistent with APA guidelines.
Submit the project through the Assignment Manager link
IX.
Monitoring
NOTE: Social media monitoring is the process of tracking, measuring, and
evaluating an organization’s social media marketing activities. The selection of
monitoring tools includes free and paid tools.
a. Tracking
NOTE: A tracking plan should choose optimal topics of focus, select platforms
with the greatest concentration of the target audience, identify optimal
keywords and phrases by studying how people actually describe brands or other
topics, use Boolean operators to zero in the desired data, and adjust searches
when they do not produce the desired results.
b. Measuring
i. Quantitative Metrics
ii. Qualitative KPI’s
NOTE: No social media marketing plan would be complete without welldefined quantitative and qualitative Key Performance Indicators (KPIs) to
assess the headway being made in reaching the organization’s marketing
goals.
c. Evaluating
NOTE: The aim of an appropriately focused evaluation is to produce a thorough
description of the progress of social media marketing activities over time to
reveal where strategies have succeeded or nose-dived, along with how things
went right or wrong and why.
d. Social Media Monitoring Tools
NOTE: Well-defined marketing goals should drive the decision regarding which
social media metrics to measure and, consequently, the selection of the
most
appropriate monitoring tools.

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