Standard metrics particularly related to social media management include reach (how many people were reached), engagement (how many people engaged with the content) and or follower growth (how many people have chosen to associate with and regularly receive content from the account) among target audiences.Social media activity will typically be part of a multi-channel campaign and assessing performance on social platforms spans a number of disciplines including of advertising, PR, influencer marketing and paid-for media management.Our social media management and effectiveness is evaluated in a range of ways, according to the SMART objectives:Evaluation from Scottish Government’s independent media planning and buying...