3. Planning for Performance Measurement

Most of your social media program’s effectiveness will rest on your ability to establish measurement methodologies that are aligned with your organization’s goals, objectives and targets. Without a clear means of gauging success and shortcomings every step of the way once your program is launched, you will not be able to determine the extent of its impact on these objectives. Even the most carefully crafted and executed social media program in the world can crash and burn if both success and areas of improvement cannot be properly identified and measured. You could wait until the program is launched to think about measurement, but because this measurement methodology is directly tied to your program’s ...

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