Step 4: Gather Credible Evidence
What to Measure for Social Marketing Programs?
Monitoring the Program
Once you identify something that needs to be fixed, take steps to fix it.
Monitor the audience at key points and to make adjustments in the program as
necessary to keep it as effective as possible. However, make sure that your
adjustments are addressing real issues, not just a component of the program that
someone may not like.
You may want to monitor feedback from both participants and non-participants.
Participants can give you feedback about the actual program, what they liked,
and what could be improved. Non-participants from your target audience have a
different perspective and can provide valuable information on why they did not
participate. They may not have heard about the program, or there could have been
other barriers to participation that you didn't account for in your initial