Chapter 10 ties together all the strategic social media planning pieces and shows how you prove your work matters. It walks through why measurement and evaluation aren’t optional but instead they’re the backbone of demonstrating impact. The chapter breaks down how to choose the right metrics (beyond vanity stats), connect them to SMART objectives, and use tools and KPIs to actually understand what’s working. It also digs into outcomes; cognitive, attitudinal, and behavioral, so you can tell whether your content is informing people, shifting sentiment, or driving action.

Budgeting and calendars get framed as practical, real‑world necessities: social media isn’t free, and chapter 10 outlines what to invest in (tools, content creation, analytics, paid promotion, training) and how to justify those costs with data. It also emphasizes the role of a structured content calendar in keeping strategy on track, aligning timing with goals, and making room for evaluation checkpoints. Overall, the chapter works like the “operational glue” for a strategic social media plan helping you stay accountable, intentional, and adaptable.

Freberg, K. (2018). Social media for strategic communication: Creative strategies and research‑based applications. SAGE Publications, Inc.

If I were creating a $10,000 campaign for Epic to engage local high schools, I would build the entire strategy around social media because, like Freberg notes in Chapter 10, effective communication starts by clearly defining what you want your audience to think, feel, and do, and then choosing the channels that make the most sense for them. For high school students, the most natural and impactful place to reach them, and expose them to a new company/future career opportunity is through social media. So my first goal would be building strong awareness online among students and educators. Many know Epic by name, but they do not always understand what Epic actually does or the types of opportunities that students can grow into. Boosted posts and targeted ads on TikTok and Instagram would help get that message in front of the right audience while staying true to Freberg’s point that social media has shifted to a pay to play model where strategic investment matters. I would use the AMEC framework as a guide to make sure our social media efforts move beyond surface metrics and actually demonstrate outcomes, which aligns with the reading’s emphasis on meaningful measurement.

I would want the campaign to generate real interaction. Freberg talks about measuring meaningful outcomes, not just vanity metrics, so I would look for signs that the social content encouraged action. This could include students clicking through to a dedicated high school landing page, signing up for virtual sessions, or asking questions in comments or direct messages. Those interactions show that the message is resonating. Ultimately, I would want students to take a step deeper and actually attend something, like a virtual Q and A or an in person workshop at Epic. This aligns with Freberg’s discussion of conative outcomes and encouraging behavior change based on strong calls to action.

While the campaign is centered on social media, I think hands on learning still plays an important role. Instead of telling students about health tech, I want them to actually try something. Freberg emphasizes creating messages and experiences that match the audience’s natural way of engaging with content, and for high schoolers, that means activities that are visual, interactive, and fun. One way to do this would be to have students testing mini workflow challenges or simple hands on demos that connect directly back to how Epic impacts healthcare. Videos/images of these trials can be used to further the connection between students and epic and the social media plan I would put into place. Even though the experiences happen offline, the storytelling and promotion would be driven online too to pull students into those moments.

With those outcomes in mind, I’d invest the budget in tools that deliver the most impact without unnecessary spending. This is where my nonprofit experience really helps, because I’ve had to stretch much smaller budgets into big results. I would invest primarily in high performing social media tactics. This would look like boosting TikTok and Instagram content, producing short form videos that feel authentic and relatable, and using tracking tools to measure clicks, conversions, and engagement. Freberg stresses the importance of using measurement tools from the start, so I would build in tracking links and a simple analytics dashboard to show which posts drove the strongest outcomes. I would also budget for school friendly materials like QR codes, posters, or simple print and digital packets for counselors that support the social push. Incentives, even small ones, can also help drive participation. Coming from nonprofit work, I have learned how far a small amount of money can go, and how important it is to stretch every resource. Even simple giveaways or a small budget for snacks during an event can increase participation significantly without taking away from the digital strategy. Overall, my plan would focus heavily on social media as the main driver of awareness, engagement, and conversion, supported by strategic hands on elements that help students understand the real impact of Epic’s work. With thoughtful budgeting and consistent measurement, this campaign could reach the right audiences, inspire curiosity, and create meaningful connections between Epic and local high schools.