To paraphrase a widely renowned business principle: You can’t improve what you don’t measure. Now, here’s a very interesting quandary: How do you apply quantitative measures to qualitative data? You see, the very nature of social media sort of defies measuring tangible benefits, doesn’t it? Or does it?
May we submit that the impact of social media campaigns is as easily measured as something like television or radio ad campaigns. You just have to know what your objective(s) is (are). And that is the knock on many social media efforts – that they are informally initiated and planned, then grow from there. So before you know it, you have a monster on your hands, and must back-up, somewhat, to ‘fit’ measurement into the program.
We have learned much in the past few years, too. While growth and mainstreaming of social media has legitimized these marketing channels, development and implementation of measuring tools has taken hold, thank goodness. As acceptance has increased, visibility has also. Leaders have embraced the principles, but perhaps not for the right reasons. Solid measurement and reporting of bottom-line impact of social media will, once and for all, secure it as an acceptable investment.
Q1) How do you define measurement in social media?
Q2) What factors are involved in determining the objectives of your measurments?
Q3) What ‘things’ can be measured in social media? What do they tell you?
Q4) via @MattLaCasse: Are there ways to incorporate sm into current measurement of corporate communications efforts?
Q5) via @HumaraKausar: What tools and reports help you measure the impact of social media?
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