Section 3: Assessing Results

Chapter 12: Develop the Assessment Protocol

  • How We Fool Ourselves
    • Focusing on one or a few metrics
    • Neglecting to identify underlying actionable issues
    • Failing to take the situation into account
  • Purpose of Assessments
    • Setting benchmarks
    • Orienting management processes
    • Identifying continuous improvement opportunities
  • Developing a Social Media Assessment Tool
    • Coordinates
      • Our social media efforts help us meet our business goals
      • We have the proper communication goals to support our business goals
      • We are meeting our communication goals
      • We have the right measures for our goals
      • Our goals are aligned with one another
    • Channels
      • We have selected the proper platforms to meet our goals
      • We have clearly defined roles for our different platforms
      • Our core audiences consistently use our selected platforms
      • We share the right type of content on our platforms
      • We properly manage the logistics of our platforms
    • Content
      • Our content resonates with our core audiences
      • We have the right mix of different types of content
      • Our content creates a consistent brand image
      • We have the right mix of in-house-created, user-generated and curated content
      • Our content syncs with our goals
    • Connections
      • Our social media platforms logically link to one another
      • Users can easily connect to our target site
      • We have the right internal organizational relationships to properly manage our platforms and related content
      • Our social media platforms properly link to our other communication tools
      • We are connected to the right communities to achieve our goals
    • Corrections
      • We have in place mechanisms to quickly detect social media gaffes and identify emerging opportunities
      • We avoid making the same kinds of mistakes
      • We consistently and quickly correct errors
      • We have informal protocols in place to regularly review performance and detect trends
      • We have a formal process in place to review our strategy and performance on a quarterly or semi-annual basis
  • So What?
    • Do your homework by collecting relevant metrics and holding discussions with a wide range of people
    • Embrace the debate
    • Acknowledge the relationships between the 5 Cs
  • Conclusion

Chapter 13: Measuring Social Media Effectiveness

  • Step 1: Master Metric Language
    • Audience composition
    • Traffic patterns
    • Engagement measures
    • Community sentiment
  • Step 2: Dive Deeper into the Measures and Analytics
    • Platform-specific measures
    • Non-platform-specific measures
  • Step 3: Avoid the Metrics Minefield
    • Resist being seduced by the glamour metrics
    • Don’t assume that metric language transfers across platforms
    • Watch out for comparisons across organizations and time
  • Step 4: Match Metrics with Your Assessment Plan
  • Conclusion

Chapter 14: Crafting the Social Media Assessment Report

  • Key Principles
    • Analyze your audiences
    • Establish the right comparison points
    • Spotlight the return on investment
    • Highlight connections between social media platforms, other communication tools, and events
    • Focus on continuous improvement
  • Main Sections of the Assessment Report
    • Introduction
    • Limitations
    • Comparative framework
    • Data and analysis
    • Success stories
    • Conclusions and recommendations
    • Appendices
  • Conclusion

Chapter 15: The Mindset of a Strategist, the Sensibilities of a Professional and the Zeal of an Enthusiast

  • Strategic Mindset
    • Strategists are always grounded by the current reality even as they envision the next steps forward
    • Strategists focus on making the right tradeoffs
    • Strategists cultivate synergies
  • Professional Sensibilities
    • Professionals are committed to a core set of values and related ethical standards
    • Professionals cultivate collaborative, respectful relationships with others in their organization
    • Professionals exercise good judgment
  • Enthusiasts’ Zeal
    • Enthusiasts have fun, within limits
    • Enthusiasts devour the latest news and trends in their field
    • Enthusiasts experiment
  • Conclusion

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