When implemented effectively, social media strategies—that is, online technologies such as Facebook and Twitter, that facilitate interaction with audience members—can be an important component of a comprehensive communication plan. In particular, they can also be a useful tool in environmental change efforts, specifically as a channel for social marketingefforts. However, evaluating social marketing strategies that rely on social media can be challenging.
The place to start when evaluating social media efforts within the context of a larger behavioral health-change strategy is to consider the specific outcomes you want your strategies to accomplish.
- First, develop clear and quantifiable social media goals and objectives.
- Second, arrange these according to four basic outcome domains—exposure, engagement, influence, and results. Each of these builds on one another and can be achieved to varying degrees with different social media channels.
- Third, use existing social media analytic tools (available online) to measure the degree to which your goals relative to each domain are being met.
Type of Outcome
This is a quantitative measure that builds on exposure and engagement.
National Prevention Information Network: https://npin.cdc.gov/
 Social marketing is the use of commercial marketing techniques to change behavior.
Developed under the Substance Abuse and Mental Health Services Administration’s Center for the Application of Prevention Technologies contract (Reference #HHSS277200800004C).