A great summary on social media measurement!

I get asked lots of great questions about social media measurement. Following are five not so great ones I hope not to hear in 2014. 

How do you measure social media?

I get this question quite often and I enjoy it each time because if provides me the opportunity to make an important point about measurement and be a little snarky at the same time. Good stuff! When I get this question, my answer is always the same; “I don’t measure ‘social media’, I measure what you are trying to accomplish with social media.” This may seem like I’m playing semantic games, but the distinction is very important. Measurement is fundamentally about performance against objectives. So, we measure our performance against the objectives established in the social media plan. A lot of what passes for measurement in social media is really data collection – tracking Followers or Likes, blog traffic…

View original post 874 more words

Advertisements