5 Considerations for Developing Effective Measurement Framework
In January, Spredfast CMO Jim Rudden shared which social metrics will matter in 2018. Now that you know what metrics to be measuring, the next step is to build out a smart reporting framework—and we’re ready to guide you along the way. Here are five questions to ask yourself as you build out your measurement framework and determine social media ROI.
1. Why am I developing this report?
This question often gets overlooked, since we tend to feel it is obvious. However, finding your “why” is a critical first step to a mindful reporting framework, since it ultimately will inform your actions throughout the week, month, quarter, or year.
You may be developing this framework to justify budget or to monitor campaign performance. No matter your why, a great report shows not only what is happening but also why it’s happening.
2. Who is my audience?
You must ask this question in order to then deliver exactly what your audience needs to know. For example, if your report is for an executive team, you’ll want to keep it high-level and communicate how your efforts are contributing to broader business goals. If the report is for practitioners, make your reporting more granular by showing the results of their content efforts. The report should not only show content performance but also how your practitioners can optimize results. If you have multiple audiences, modify your reporting accordingly.
3. What am I measuring?
To better understand what you should be reporting on, take some time to reflect on your overarching business goals. Map your KPIs to how—using the exact language with which—your business talks about success. The chart below outlines general business marketing objectives, examples of how you can drill down into each target and what metrics are KPIs you should consider for measurement.
4. When should I pull reporting?
In an age where marketers have tons of data at their fingertips, there is the temptation to report often. Just because you can report often doesn’t necessarily mean you should! Your reporting cadence should be intentional; it should align with the pace of your business and what decisions the results influence. For example, If your company is posting on social multiple times a day, you may want to consider reporting more frequently, so you have more opportunities to optimize your content more frequently.
5. Where is my data source?
With tons of data comes tons of data tracking, management, and reporting platforms. Limit the number of platforms you pull metrics from to not only drive consistency and efficiency but to reduce the amount of human manipulation needed. Choose a platform that assembles and delivers what your audience needs in a digestible format. Focus on workflow and format that minimizes manipulation and maximizes time for human context.
For more reporting best practices view our on-demand webinar, How to Maximize Your Digital Reporting Insights. And curious about how to use data to help determine your posting cadence? Download our Smart Social Report, Volume 2.