This week we started to read a new book. "Measure What Matters" is a textbook all about the measurement of social media and why everyone should utilize measurement techniques.
The authors do a really nice job at defining terms at the beginning. What's the difference between counting and measuring?
Counting is adding things up to get a total. Measurement is taking the totals and analyzing them to use the information to improve your practices. Improving your techniques is important because they directly affect your community of stakeholders.
Sounds familiar right? Measurement is an opportunity for organizations to get a head start in serving their key public.
If you are a communications professional and are excited about measurement then you need to be able to answer these ten questions:
- What are your objectives?
- What are your program’s target audience?
- What is important to your audiences?
- What motivates them to buy your products?
- What are your key messages?
- Who influences your audiences?
- How do you distribute your product or services?
- What are you going to do with the information you get from your research?
- What other departments or areas will be affected?
- What other measurement programs are currently underway?
These questions will help you gather your message to find out the best ways start a measurement process. When starting your measurements, start small. Don't go all out and take in something that is too much to handle.
Accurate data is key to both the success of your measurement and to the decision you base on it. By finding a standard definition of success or a handle on your message, you can judge your performance in the marketplace and apply measurement in the best way.
No comments:
Post a Comment