Objective 2: Identifying effectiveness of using social media tools to achieve the primary objectives
of PACs
Questions 2, 3, 4, 5, 6, 7 and 8 aim to identify the effectiveness of each of the social media tools to
achieve marketing objectives. The following objectives were chosen as the main viral marketing objectives
of PACs:
1.
Promoting events/services/programming/ticketing
2.
Increasing web traffic
3.
Increasing brand awareness
4.
Building relationships
5.
Raise funding
6.
Learning interests/values/preferences/brand perception of patrons
7.
Other objectives (please specify an objective in the comment box below)
To build social media marketing PACs pursue objectives and apply a set of social media tools to achieve
each of them. Effectiveness of using each social media tool may vary in the attempt to accomplish a
particular objective. Each question from 2 to 8 encompasses assessing an effectiveness of using social media
tools to achieve the listed objectives. For each of the objectives the following social media tools were
assessed on the scale from 1 (not effective at all) to 5 (very effective) by the participants of the survey:
Facebook
Twitter
MySpace
Blogs
LinkedIn
Youtube
Flickr
35
Social bookmarking
Do not use social media tools
Other
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