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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 2

MEASURING SUCCESS

Why this is important

Defining objectives is meaningless unless you have a way of translating your ambitions into something that you can measure. Measurement provides rigour and makes it far easier to justify further investment.

Teams responsible for implementing social media activities have a tendency to focus on their favourite metrics – or the ones that are easiest to measure, such as the growth of follower numbers – rather than the key performance indicators used in the boardroom. Why should the senior management team get excited about the number of followers or engagement scores when these appear to have no discernible impact on the business metrics that really matter?

Mike Daniels, principal at the Measurement ...

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