Seven Steps to Measurement Success

New and exciting news is happening in our Social Media Principles class, we have moved on to a new book for us to focus on. Katie Paine titles the book “Measure What Matters.” As you might have guessed from the name and what class it is for, the book focuses around the online tools that are needed for understanding customers, social media, engagement, and key relationships.

Keep in mind I have not read super far into the book yet, but there is one chapter that really stuck out thus far. Within Chapter 3 of Katie Paine's book, she revolves around the "seven steps to the perfect measurement program."  I completely agree with these steps and the reasoning behind why each one of them are vital for measurement success. 

1. Define your goals and objectives

                 I knew this was going to be the first one, if not in the first few steps, because it really is almost the first step in anything successful. I completely agree with it being the first step because it really does set the foundation for a measurement program to be successful.  

2. Define your environment, your audiences, and your role in influencing them

                 This step is one that is more self-explanatory. Overall, I could not agree with this step more.

3. Define your investment

                 This step focuses around the ideas of "what will it cost" and what will be needed for investment. I love the fact that Katie brings up the idea that "the rule of thumb is to spend five to seven percent of your marketing program's budget on measuring that program." 

4. Determine your benchmarks

                 Again, another self-explanatory step but is one that is absolutely needed. 

5. Define your key performance indicators

                 This is step is more so about establishing the "criteria of success" or better known as the key performance indicators. Katie highlights that there is a difference between "visibility" and "awareness" within this step, but both are greatly needed for success to be earned.

6. Select the right measurement tool and vendors and collect data

                 Again, another self-explanatory step but is one that is absolutely needed. 

7. Turn data into action

                 Within this step, we can see the analysis of the data, draw actionable conclusion, and then make recommendations. The segment of making accurate and meaningful recommendations is what all of these steps was working towards. With this, the researcher can then leverage the results to get what it wants, whether that is asking the boss for more funding to saying no a program is not working and is wasting money. 

Until Next Time,

Matt