By David Landis, LCI President
Every PR discussion I have with communications colleagues these days starts with the same lament: How do we measure the effectiveness of our social media activity for our clients?
Seems like everywhere you turn, there’s some new way to quantify – or justify – social media effectiveness. But does it truly underscore what your clients are looking for?
To get some answers, I turned to Scott Briggs, Director of Social Strategies at Alterian. He spoke to this issue at the recent gathering of our Public Relations Global Network worldwide affiliates in Chicago.
Here’s what he had to say:
“The question one needs to ask,” says Briggs, “is how do I analyze what I’m doing with social media measurement and make sure it’s what I should be doing? It’s really about turning information from social media into something useful to make smart business decisions.”
So what’s the answer? Here’s Briggs’ sure-fire, step-by-step plan:
- Start by saying to yourself, “Are you asking the right questions?” Measuring is the process, not the end. There is no single social media metric. Start backwards – with your goal – and then determine the metrics.
- Next, determine: What is your business outcome?
- Then, figure out: What are your success metrics?
- Ask a follow-up: What data do you need for those metrics?
- Then, contemplate: How will you collect that data?
- Ask: How will you analyze the data?
- Be honest: Do you have the resources/skill set to analyze the data?
- Afterwards: How will you communicate the results?
- Most of all: Are the results actionable?
In other words, I fear that many of us in the business (myself included) too often focus on the tactical measurement tools. But, as with any good business or PR plan, those tactics are only as good as the strategy – and you have to be clear about your end goal.
So, use the same approach you would with any viable communications strategic plan: identify the objectives, figure out the strategy, articulate measurable results that map back to the goals – and most of all, make it actionable.
Mr. Briggs, you’ve made it sound easy.
Now, doing it is the hard part.
Please email me: What’s your social media measurement secret? [email protected]
For more information, visit: http://www.alterian.com/