This chapter focuses on key aspects of a successful campaign, and stresses the importance of strategy over guesswork. Freberg discusses the measurement of clearly defined objectives and KPI\u2019s (Freberg, 2025). Utilizing SMART goals while goal planning is integral to creating and executing outcomes that are realistic and measurable. Measurement of outcomes occurs by tracking and evaluating various metrics that pertain to each goal. Freberg emphasizes that without evaluation, data cannot be utilized effectively (Freberg, 2025).<\/p>\n\n\n\n
Budgeting is another topic Freberg brings up. Companies must allocate financial resources strategically, and account for things like paid media, communications staff, and metric analysis tools (Freberg, 2025). To this point, calendars are discussed as an important strategic planning tool that maximizes the potential of campaign material and ROI. This ensures the pace, time, and duration of content aligns with the preferences of one\u2019s target audiences.<\/p>\n\n\n\n
In essence, Freberg names measurement, budgeting and scheduling as three communications components that work in tandem to inform one another to optimize campaign strategies and elements (Freberg, 2025).<\/p>\n\n\n\n
<\/p>\n\n\n\n
Freberg, K. (2025). Social media for strategic communication: Creative strategies and research-based applications<\/em> (2nd ed.). SAGE Publications.<\/p>\n","protected":false},"excerpt":{"rendered":" This chapter focuses on key aspects of a successful campaign, and stresses the importance of strategy over guesswork. Freberg discusses the measurement of clearly defined objectives and KPI\u2019s (Freberg, 2025). Utilizing SMART goals while goal planning is integral to creating and executing outcomes that are realistic and measurable. Measurement of outcomes occurs by tracking and… Continue reading Chapter Summary<\/span><\/a><\/p>\n","protected":false},"author":18015,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-31","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/posts\/31","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/users\/18015"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":1,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"predecessor-version":[{"id":32,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/posts\/31\/revisions\/32"}],"wp:attachment":[{"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.uww.edu\/salemsdaughter\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}