Over the past year one of the most persistent questions asked by clients and in the online space is:
“How do I measure social media?”
Several people like Katie Paine and Olivier Blanchard, whom I respect have books coming out on the subject soon. IN fact, Katie Paine’s is available today and Olivier’s is available for preorder (buy it)! Also, I wrote a primer as a chapter in Geoff Livingston’s upcoming book as well.
Here is the secret to social media measurement – it isn’t all that different from regular communications measurement. It all starts with a SMART objective, a strategy and rigor in keeping track of the campaign and its results.
I am giving the presentation below with Alice Brink, who specializes in more offline type of communication measurement, today for the Houston Chapter of IABC.