1.19 Assignment: Graphic Organizer

Source #____ Bibliography (MLA or APA) 10 pts	Ross, Becky, and Shannon Gorman. "Measuring The         Impact Of Social Media On Your Business." Forbes.         N.p., n.d. Web. 19 Jan. 2016.
Annotation: (Describe ALL info. that might be important for your paper. Explain to the reader and/or summarize what might be found in this source) 35 pts	Only 15% of companies have proved there was a positive impact due to social media. Since social media is so new, companies are not completely educated in measuring the impact and maximizing their profit from social media. Most companies only measure based on likes or page views (engagement metrics), not actual sales. When social media metrics are used to find statistics, all categories have increased from 2010-2014, except sales levels, revenue per customer, customer retention costs, profits per customer. When marketing experts were interviewed about how to measure the impact of social media on marketing, the responses were summed up in 11 points. They include using goal- driven metrics, demonstrate validity, uncover and verify leading indicators, create dashboards, develop meaningful benchmarks, conduct experiments, allocate funds to measure, consider the cost of ignoring social media, build predictive models, guide future actions, and stick with your metrics. Many marketing experts argue how metrics should be used. This is a debate that will never be solved, each company will use metrics in different ways based on what they believe.
Potential Quotes: (Are there any significant quotes you can use or paraphrase from this source?) 15 pts	-"The most common metric is “hits/visits/page views” which represents the beginning of the funnel—awareness—but is not very diagnostic of purchase." -"Although abandoned shopping carts also increased, in general, we observe fewer companies using actual purchase activities or financial outcomes, such as profits or revenues, as metrics to evaluate their social media programs which was discussed in a prior post."
Assessment: (Analyze and explain why this source is credible) 15 pts	Even though this source might not be considered "credible" since it is composed of articles written by authors, I do believe it is. This specific article contained multiple statistics that I researched and are accurate based on what I've found. It also interviewed marketing experts and quoted Google's Director of Quantitative Research. The article is also sponsored by the American MArketing Association, Duke University's Faqua School of Business, and McKinsey, Inc. Based on the strong reputation of these sponsors, I don't think they would back up just anything.
Reflection: (How will you potentially use it?) 25 pts	I will use all of the statistics found in the article for my project. They compare social media in one year to social media in another, which is exactly what my project is based on. The interview responses might not fit perfectly into the topic of my project but I do believe I will be able to use the information I learned in my marketing career.