Organizations may spend substantial time and money on social media campaigns. But, how do they know if their efforts are working? They use assessment tools that are often built into the social media platforms to assess to what extent their social media plans are accomplishing their goals and objectives.

Businesses and organizations may invest in social media as a promising tool to promote, inform, and persuade audiences, but they want evidence there is a return on their investment. Social media analytical tools are one way organizations can gain insight into which messages via specific channels reach target audiences. An ever-increasing number of tools can potentially be used to track nearly every online activity and collect an enormous amount of data. However, organizations must take care not to become overwhelmed by the myriad of options. They must carefully select and assess only those criteria that can serve as indicators that the organization’s goals are being met. The right criteria can provide insight into industry patterns that are relevant to organizational goals. Organizations also must select the right tools that can assess these criteria accurately.

• Identify at least four criteria for assessment of social media.
• Identify four tools you might use to assess the success of your Social Media Plan using the Readings as well as other resources.
• A description of each of the four criteria and tool you researched and its purpose.
• An explanation of why you selected those criteria and tools for your Course Project.
• An explanation of why you did not select the other tools and criteria you researched.