Measuring Metrics for Social Media Marketing : Case: Marsaana Communications

Abstract

This thesis looks into social media marketing, what relationship public relations has with social media marketing and brand equity. The challenge with utilizing social media marketing is identifying the right tools to use in measuring the success or effectiveness of it. In this thesis I investigate a set of tools a Finnish PR agency could utilize in measuring the effects of their social media marketing efforts on their client’s brand equity.

This thesis topics include new media in specific social media marketing and its effects on brand equity. In specific this thesis focuses on the measurement metrics that can be utilized when measuring the effects of social media marketing efforts on brand equity