What metrics are commonly used to evaluate the effectiveness of social marketing campaigns?

Evaluating the effectiveness of social marketing campaigns involves measuring various metrics to assess reach, engagement, impact, and outcomes. Commonly used metrics include reach, which measures the size and composition of the audience exposed to the campaign; engagement, which includes likes, shares, comments, and other interactions with campaign content; conversion rates, which track the proportion of audience members who take desired actions in response to the campaign; changes in knowledge, attitudes, and behaviors, which assess shifts in awareness, perceptions, and actions attributable to the campaign; and return on investment (ROI), which compares the costs of the campaign to the benefits or outcomes achieved. Additionally, qualitative feedback, surveys, focus groups, and other research methods provide insights into audience experiences, preferences, and satisfaction with the campaign.