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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

Glossary of Terms

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