Feb
25
Freberg Chapter Summary- Post 4
February 25, 2026 | Leave a Comment
Brief Summary of Freberg’s Chapter: Measurement, Evaluation, Budget, and Calendar Consideration for Social Media
In this chapter, Freberg discusses some key points on how to have a successful campaign. One of the most important things that she notes is being unable to measure success without the use of SMART. Some of the key measurements talked about in this chapter are: Outputs, Outtakes, Outcomes, Objectives, Inputs, and Activities. By using these factors, organizations will be able to better understand their message and how their intended audience is perceiving them. Freberg also talks about budgeting and the “hidden costs”. She talks about four different sectors of budgeting that need to be thought about for professional social media budgeting. Lastly, the chapter discusses calendar considerations. She discusses a few different types of calendars that can be used and how creating a calendar can be beneficial to social media content creation. Essentially, her chapter talks about creating goals before diving straight into posts, tracking metrics (KPIs), creating budgets that make sense (realistic), Use calanders to help keep you organized and stay consistent, and evaluating your data and adjusting as needed to ensure that your campaign aligns with the wants and needs of your audience.
Freberg, K. (2022). Social media for strategic communication (2nd ed.). SAGE Publishing.