If you are strapped for time I recommend leaping forward to page 34 using the slide control, as that provides a case study with a quick view into a way to look at and evaluate social media efforts.
One reason this presentation appeals to me is that it attempts to define a closed loop approach to measurement and recommendations. Using initial or preliminary goals, I can look at the analysis and reports to see how I'm progressing toward those goals by choosing and analyzing a few key metrics. Over time, as I progress toward my goals or fail to reach them, the measurement allows me to re-evaluate my choice of metrics as key indicators of goal progress or even redefine my goals or sub-goals based on what resources I can apply to the process.
The key to this approach, however, is to have goals. These goals can be simple or complex, and can be co-mingled with costs, for example:
So, what is your goal, and how will you know when you get there?
Disclaimer: I know the creator of the presentation and have been an advocate of his measurement and ROI centric approach. Funny how I agree with it, no?
One reason this presentation appeals to me is that it attempts to define a closed loop approach to measurement and recommendations. Using initial or preliminary goals, I can look at the analysis and reports to see how I'm progressing toward those goals by choosing and analyzing a few key metrics. Over time, as I progress toward my goals or fail to reach them, the measurement allows me to re-evaluate my choice of metrics as key indicators of goal progress or even redefine my goals or sub-goals based on what resources I can apply to the process.
The key to this approach, however, is to have goals. These goals can be simple or complex, and can be co-mingled with costs, for example:
- Simply have or expand a social media presence
- Create market awareness and findability
- Create the largest social media footprint without advertising
- Create the largest social media footprint with a limited ad budget
- Use social media to drive sales
- Use social media to establish thought leadership
- Drive sign-ups to your service
So, what is your goal, and how will you know when you get there?
Disclaimer: I know the creator of the presentation and have been an advocate of his measurement and ROI centric approach. Funny how I agree with it, no?