Metrics and Measurement

Choose metrics that match the goals and objectives of your strategy.

What questions to answer

Example:

• Are videos worth the extra production cost?
• How should we promote our next campaign?
• What’s the best time of day to post?

Measurable performance indicators

Google analytics and most social networks provide some analytics for free. If you don’t have a budget, you can limit your indicators to these free analytics.

Example:

• Engagement, engagement rate

Roles and responsibilities

Who will manage analysis and evaluation, collect data, analyze data, prepare and disseminate reports. Use a RACI for complex teams.

Example:

• Communicator will collect and analyze data and assign members of content team to prepare a report

Timeline

Determine the period over which you’ll collect results.

Example:

• At the end of our current campaign, we’ll look to see what has been most effective over the past month

Next steps

How will you use the results of your analysis?

Example:

• If our video engagement rate is 30% higher than posts with photos, we’ll make a video for our next campaign.

Step 2. Measure

Collect and document metrics as planned.

Quantitative analysis might include:

• Number of people involved
• Number of posts overall, average number of posts, highest and lowest number of posts
• Amount of time participants spend with the engagement

Qualitative interaction analysis might consider:

• Demographic profile of your participants compared to your target audience
• Discussion coherence on convening topic vs. focus on extraneous topics
• Amount of exchange among participants rather than ‘monologue’ posts
• Participant satisfaction and desire to stay involved
• Extent to which project goals and outcomes were achieved