Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

14. Creating a Measurement Practice for Social Media Programs

Because most companies look at business communications, marketing, and business development as mostly an outbound model, it is easy for executives to forget that the same channels and mechanisms can be used for inbound purposes as well: If you can use these channels to spread content and increase reach, you can also use them to seek feedback, measure it, analyze it, and make course adjustments as needed.

This is the ultimate triple-value of measurement in the social media space: discovering what elements of a campaign or program work and don’t work, doing so in real time, and being able to make on-the-fly adjustments to achieve specific goals. This is why no social media program can ...