How to evaluate social media case studies

Case studies in social media have been of interest to the social media enthusiasts, brand managers, entrepreneurs. IndiaSocial does a great job of highlighting best social media case studies from India. They held the first edition in 2010, and have continued their tradition this year with the 2nd edition. Recently, they tweeted:
I thought to respond this tweet, but held back as I felt there are many things to be considered which would be difficult to respond by series of tweets, hence thought to write a blogpost on this. After co-authoring the book, Social Media Simplified which included 30 Indian case studies, I could understand various parameters on which case studies could be evaluated.
Here, is the list of parameters which I think could be used to evaluate social media case studies:
Objective:
          What was the social media objective?
          How related was this social media objective with the broader business objective (could be marketing, sales, branding, crowdsourcing, recruitment, support etc.)?
Target audience:
      Who were the target audience (customers / prospective employees / influencers / market analysts etc.)?
          Whether end target audiences were targeted directly or were reached through influencers?
          How were influencers identified and motivated (or incentivized) to join the campaign?
Content Strategy:
          How relevant was content provided to target audience?
          In what form was content delivered – blog / videos / updates on social networks?
          Whether the content was sourced or produced in-house? If they were sourced, how much investment was made in them?
Platform selection:
          How relevant were the platforms selected to execute social media strategy?
          Whether paid versions of platforms were used? If yes, how much was the investment behind them?
Engagement level:
          How well was listening performed before brands started to build their engagement?
          What was the engagement level across platforms?
          What was the reaction time by brand to queries by community members?
          Did engagement help brand attain its ultimate objectives?
Applications:
          How relevant were applications to build engagement?
–     How much response was attained through applications?
          What was the investment in developing these applications?
Returns:
          How were the returns from engagement measured?
    Whether only quantitative parameters were used or any qualitative parameters were also used to measure returns?
   How was the time invested by manpower, investments made on platforms, content sourcing, applications accounted for?
     If brand outsourced their social media activity, how was the return on money invested on agency measured?
Learnings:
          What were the key learnings and how would they help the brand in future strategies?
It would be great if you could contribute some more parameters to the above list for the benefit of the community at large.

 

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