Social media measurement should connect platform activity with audience quality, customer journeys and business outcomes. Likes alone rarely provide enough evidence.
This practical guide explains social media measurement through clear priorities, ownership and measurement.
Define the channel objective
Define the channel objective requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Choose metrics by purpose
Choose metrics by purpose requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Track meaningful engagement
Track meaningful engagement requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Connect traffic with conversion
Connect traffic with conversion requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Use qualitative insight
Use qualitative insight requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Create a reporting rhythm
Create a reporting rhythm requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Measure social media according to the job each channel performs. Combine numbers with customer context and use the result to make decisions.