In advance of your campaign, for each step of the Framework, ask yourself what success would look like.
Then agree your social media objectives and KPIs with your team – and your bosses.
Make sure that your objectives are SMART – Specific, Measurable, Achievable, Relevant, Time-bound.
For each target and metric that you identify, ask yourself why it matters and what it proves at least three times. Is it really a metric of value for your work? What does it show?
Choose your appropriate measurement periods – how frequently do you need to report?
Gather the right data throughout the process.
Don’t just use the data for measurement. What insights and opportunities does it reveal too?
Identify where you are doing well. What’s working and what isn’t? Can you realign resource to improve your outcomes?
Embrace measurement, don’t fear it. Think of it as a strategic tool to improve your work and not just measurement of past performance.
Review, adjust, improve.