{"id":15,"date":"2026-02-01T20:23:48","date_gmt":"2026-02-01T20:23:48","guid":{"rendered":"https:\/\/blogs.uww.edu\/goettlsa01\/?p=15"},"modified":"2026-02-01T20:23:48","modified_gmt":"2026-02-01T20:23:48","slug":"expense-vs-pay-off","status":"publish","type":"post","link":"https:\/\/blogs.uww.edu\/goettlsa01\/2026\/02\/01\/expense-vs-pay-off\/","title":{"rendered":"Expense vs. Pay-Off"},"content":{"rendered":"\n

This week, we consider, You are entering a client meeting and your boss says, \u201cMonitoring is too expensive, we need to get rid of this.\u201d\u00a0<\/strong>The consideration is how to respond to this question and why to give such a response. <\/p>\n\n\n\n

First, we explore the concept provided in our first video this week, “social media is constantly evolving” (provided by Wachanga, 2026). While this seems like a given, it is important to stress to your boss that what once worked may not work any longer. Content we have long used (or something similar) may no longer perform effectively and thus, we must rely on monitoring to learn how to evolve with these changes. The example provided in the video was Facebook’s change to their algorithm (provided by Wachanga, 2026). This may mean our content may not even be seen by the same size audience or our target audience any longer.<\/p>\n\n\n\n

Freberg explores the importance of a strategic plan, which is the map to a successful social media campaign (2019). Freberg explains that monitoring is closely tied to the “key performance indicators” of a social media campaign, established in the strategic plan (2019). These types of indicators must be directly tied to the goals and objectives of the campaign, but are established prior to the developed of the strategic plan (Freberg, 2019). These goals and objectives cannot be met without targeting “key audience members,” as addressed by Freberg (2019). A successful social media campaign will use these key audience members to achieve their objectives, such as “increas[ing] sales]” (Freberg, 2019).<\/p>\n\n\n\n

So, now that we know how monitoring is linked to a social media campaign, how do we actually respond to this question?<\/p>\n\n\n\n

“We appreciate the reality that monitoring is a significant expense. Despite this, the ultimate objective of our campaign is to increase sales, which increases revenues for the company. The key performance indicators of this campaign have been well-established by this team and monitoring is a critical part of knowing whether or not we are meeting those indicators throughout the campaign. We have seen shifts in the social media landscape over the last few years and I believe it would be a mistake not to monitor this campaign and give us the ability to pivot should we need. While I cannot ultimately force us to do so, it would be a detriment to the campaign and I believe it ultimately increase sales more to monitor than it will should we decide not to.”<\/strong><\/p>\n\n\n\n

Sources:<\/p>\n\n\n\n

Freberg, K. (2022).\u00a0Social media for strategic communication: Creative strategies and research-based applications<\/em>\u00a0(2nd ed.). SAGE Publications.<\/p>\n\n\n\n

Social Media Research<\/em>. Video. Provided by Wachanga. 2026.<\/p>\n\n\n\n

Feature Image: retrieved from Canva, 2026.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

This week, we consider, You are entering a client meeting and your boss says, \u201cMonitoring is too expensive, we need to get rid of this.\u201d\u00a0The consideration is how to respond to this question and why to give such a response. First, we explore the concept provided in our first video this week, “social media is […]<\/p>\n","protected":false},"author":18004,"featured_media":17,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/posts\/15","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/users\/18004"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/comments?post=15"}],"version-history":[{"count":2,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/posts\/15\/revisions"}],"predecessor-version":[{"id":18,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/posts\/15\/revisions\/18"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/media\/17"}],"wp:attachment":[{"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/media?parent=15"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/categories?post=15"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.uww.edu\/goettlsa01\/wp-json\/wp\/v2\/tags?post=15"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}