Chapter 9
Planning for a Socially Networked Future
In This Chapter
- Building a culture of measurement
- Refining your social media measurement strategy
- Gaining advantage by anticipating social trends
- Measuring what really matters: impact
Throughout this book, I’ve shared numerous secrets about measuring social media and the metrics that are required to accomplish this substantive task. Yet, as you plan forward and think about your socially networked future, there are several key ingredients to developing effective social media metrics. The first is a level of preparedness that comes with knowing what you’re getting into when engaging with customers across social media channels and educating your organizations about what to expect. There’s also the ideology that change is the constant within social media and any program, initiative, or measure of success that works today might not work tomorrow. Thus, measurers of social media and those executing tirelessly on campaigns and programs may feel as if they are chasing an impalpable ghost. However, with diligence, pragmatism, and some sound measurement strategy, you can get there.
This final chapter explores how to create a measurement mentality within your organization. You’ll take a peek into the future as I reveal what I believe are the trends to come in the not-too-distant future. Finally, I’ll leave you with some critical questions to ponder as you shape the metrics that will ultimately define your social media measurement strategy. ...
