From realising what you want to achieve from your online and social media marketing activity, to setting measurable objectives and KPIs, to explaining some tools for how to measure them, this is a wise overview from an experienced consultant working in the commercial arena and with the Culture 24 digital measuring project. It will help cultural marketers build an holistic view of how their online and social media activity works and where it fits in their overall communications strategy.
Give yourself something to aim for, so you know whether you’re achieving success.
Bear in mind that possibly you have set your target too high if you don’t achieve it though.
1. Remember not to separate out Facebook and Twitter and so on, because it is about meeting objectives not the individual tools
2. Don’t get lost in the data; you can get really interested in reports, GA and so on, but if you get bogged down in them you might never get anything done
3. Be flexible: everything changes, especially in this area: you can always treat the framework as a starting point
4. Try to look at things monthly, not daily – find a sensible timeframe so you don’t get too caught up in tracking not doing
5. Start at a benchmark point, so you know where you are starting from before doing anything, so you can see the impact (or lack of it)