Mastery Journal

Reflecting on “Social Media Metrics and ROI”

As I complete this course, Innovative Public Relations Tools and Resources, I find myself reflecting on how much I’ve grown in understanding the complex but critical relationship between social media metrics and ROI. My original goal with the Mastery Journal titled “Social Media Metrics and ROI” was to move beyond basic engagement stats and begin measuring what truly matters—how social media impacts business goals. This course has given me both the tools and the confidence to do that.

Throughout the semester, I engaged with platforms like Meta Business Suite, YouTube Studio, Google Analytics, and Sprout Social to understand real-time insights and campaign performance. I learned how to interpret click-through rates (CTR), reach vs. impressions, and especially cost-based metrics like Cost Per Engagement (CPE) and Return on Investment (ROI). According to HubSpot’s 2024 Social Media Trends Report, measuring ROI is one of the most valuable yet underutilized components of digital strategy—and this course gave me a strong foundation in making it a priority.

My final campaign analysis of Nike’s “What the Football” initiative during the 2023 FIFA Women’s World Cup helped me apply these principles in practice. Using simulated data modeled on Nike’s campaign success, I evaluated audience demographics, platform performance, sentiment analysis, and competitive benchmarking with brands like Adidas and Puma. Visual tools like Canva were essential in transforming raw data into digestible insights and professional presentation graphics.

For additional campaign context, I drew insights from Pedro Izique’s campaign breakdown, Nike’s official campaign video, and reflections from iamjustbarb.com, a marketing blog that explores campaign strategy through a culture-focused lens.

The project emphasized a valuable takeaway: metrics must tell a story. Knowing what worked (e.g., video content driving conversions from Instagram Stories) and what didn’t (e.g., lower engagement on static posts) is what helps guide future content strategy.

Moving forward, I plan to apply these skills professionally by producing analytics reports that connect KPIs to client goals. Personally, I feel better equipped to assess the performance of my own digital content—tracking what resonates and adjusting accordingly.

This course has shown me that PR is no longer just about relationships—it’s about results, and those results must be measurable. When we understand how to read and act on data, we gain the power to lead campaigns with impact.