6. Establishing a Measurement Philosophy
A company can measure the success of its social media initiatives in a variety of different ways—based on sales; the quantity and growth of friends, fans, and followers; or the volume of online conversation about a specific product launch. In today’s business environment, marketing teams don’t have the time to look at multiple data points to determine the success of a program or initiative. Companies need to adopt a simple yet comprehensive measurement philosophy that’s completely supported by internal stakeholders. The challenge is finding that “right” measurement philosophy that provides business value to the company.
Social media measurement metrics can be grouped into two high-level categories: those ...
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