Measurement is complicated.
Before you wade into the misty morass that is public relations and social media measurement, you need firm ground under your feet.
Get your ducks in a row by answering the 12 questions below, and you’ll be off to a good start to a successful and actionable measurement program.
These aren’t tricky questions, but the answers to some are not as obvious as you might think. Sometimes the hardest part is getting consensus from everyone involved.
Take some time to find the answers and write them down. Then set up a meeting with your senior leaders to make sure everyone is on the same page. If they’re not, you’ll have to reach consensus before you can begin.
1. What are your organization’s objectives?
Start with a thorough understanding of your organization’s business goals and strategy. If they aren’t written down somewhere, ask your boss. You might have a very interesting conversation.