Measure What Matters

Book description

In an online and social media world, measurement is the key to success

If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results.

Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies.

  • Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around
  • Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences
  • Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate

Don't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Foreword
  6. Preface
  7. Part 1: Not Your Father’s Ruler
    1. Chapter 1: You Can Now Measure Everything, but You Won’t Survive Without the Metrics that Matter to Your Business
      1. Social Media Isn’t about Media, It’s about the Community in which You Do Business
      2. Measurement Is So Much More than Counting
      3. What Really Matters to Your Business?
      4. Why Measure at All?
      5. Dispelling the Myths of Measurement
      6. Measurement, the Great Opportunity: Where Are Most Companies in Terms of Measurement and Where Could They Be?
    2. Chapter 2: How to Get Started
      1. 10 Questions Every Communications Professional Must Be Able to Answer
      2. How to Decide What to Measure: Success—Are We There Yet?
      3. Making the Budget Argument
      4. How to Ensure Accurate Data
      5. A Simple Checklist to Ensure Accurate Results
    3. Chapter 3: Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve
      1. Step 1: Define Your Goals and Objectives: Why Are You Launching This Plan or Pursuing This Strategy? What Is the “R” in the ROI That You Are Seeking to Measure?
      2. Step 2: Define Your Environment, Your Audiences, and Your Role in Influencing Them
      3. Step 3: Define Your Investment: What Will It Cost? What Is the “I” in ROI?
      4. Step 4: Determine Your Benchmarks
      5. Step 5: Define Your Key Performance Indicators: What Are the Metrics You Will Report With?
      6. Step 6: Select the Right Measurement Tool and Vendors and Collect Data
      7. Step 7: Turn Data into Action: Analyze Data, Draw Actionable Conclusions, and Make Recommendations
    4. Chapter 4: Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job
      1. How to Decide What Tool Is Right for You: The Right Tool Depends on the Job
      2. Tools to Determine What Your Marketplace Is Saying: Media Content Analysis
      3. Tools to Determine What Your Marketplace Is Thinking: Opinion Research and Surveys
      4. Tools to Determine What Your Marketplace Is Doing: Web Analytics and Behavioral Metrics
      5. What’s It Really Going to Cost?
  8. Part 2: How to Measure What People Are Saying about You Online and Off
    1. Chapter 5: How to Measure Marketing, Public Relations, and Advertising in a Social Media World
      1. The Three-Part Social Media Revolution
      2. The New Rules for PR and Social Media
      3. Building the Perfect Online Measurement Program
      4. The Two Worlds of Social Media
      5. A Final Word on ROI and Comparing Social Media to Other Tactics
    2. Chapter 6: How to Use Numbers to Get Closer to Your Customers
      1. Listening, Learning, and Responding to the Marketplace
      2. Listening, Learning, and Responding to Your Customers
    3. Chapter 7: Measuring the Impact of Events, Sponsorships, and Speaking Engagements
      1. Why Events and Sponsorships?
      2. Use Data to Support Your Event Decisions
      3. Seven Steps to Measure Sponsorships and Events
      4. How to Calculate ROI for a Booth at an Event: Was It Worth the Time and Resources?
    4. Chapter 8: How to Measure Influencers and Thought Leadership
      1. New Influencers, New Thought Leaders, New Relationships
      2. How to Measure Your Relationships with Your Influencers
    5. Chapter 9: Measuring Relationships with Your Local Community
      1. Who Are Your Neighbors and Why Are They Important?
      2. How Do Good or Bad Relationships Influence Your Organization?
      3. Who and What Is Most Important to Measure?
      4. Seven Steps to Measuring Relationships with Your Communities and Neighbors
    6. Chapter 10: Measuring What Your Employees Think
      1. If Employees Are So Connected, Why Is It So Hard to Communicate with Them?
      2. Seven Steps to Measuring What Employees Think, Say, and Do as a Result of Your Internal Communications
    7. Chapter 11: Threats to Your Reputation: How to Measure Crises
      1. Measuring What Is Being Said about You
      2. Measuring What People Believe about You
      3. Trust Is the Key to Building and Defending Your Reputation
      4. Measuring What People Do: Long-Term Effects and Follow-Up Research
      5. Seven Steps to Measure Crises and Trust
    8. Chapter 12: Measuring Relationships with Salespeople, Channel Partners, and Franchisees
      1. Millions Spent on Sales Communications, but Does Any of It Work?
      2. The Problem: Mixed Messages, Mixed Objectives
      3. The Solution: Consistent Messages
      4. Other Measures of Success
      5. Measuring What Matters to Sales
    9. Chapter 13: Measurement for Nonprofits
      1. Not Measuring Is Not an Option
      2. Measuring Relationships with Your Membership
    10. Chapter 14: Measure What Matters in Higher Education: How to Get an A in Measurement
      1. University Flunks Measurement: Millions in Funding Lost and President Resigns
      2. Key Considerations: Multiple Audiences = Multiple Goals = Multiple Metrics
      3. Five Steps for Getting an A in Measurement
  9. Epilogue: Whither Measurement?
  10. Appendix 1: The Grunig Relationship Survey
    1. Trust
    2. Control Mutuality
    3. Commitment
    4. Satisfaction
    5. Communal Relationships
    6. Exchange Relationships
  11. Appendix 2: Measurement Resources
  12. Glossary
  13. References
  14. Index

Product information

  • Title: Measure What Matters
  • Author(s): Katie Delahaye Paine
  • Release date: March 2011
  • Publisher(s): Wiley
  • ISBN: 9780470920107