Why? Because grandma always told me to deal with what is, not what we wish for. We have to be realists. Your best efforts to achieve accurate financial measurement may be constrained by technology, budget and resources. So, if you can’t get there in the near-term, what DO you measure? That’s why we’ll now turn the discussion to non-financial indicators (NFI’s) and the critical importance of selecting the correct measurement strategy for your social media marketing efforts.
There are hundreds of potential NFI’s but there is only one question you need to know to pick the right one: What behavior am I trying to drive?
So you can see how powerful and critically important choosing the correct metric can be. And if you do, a magical thing will happen — Your marketing activities will begin to conform to that goal. The manner and level of engagement will rise to meet the need of pushing that metric higher and higher. If you choose wisely, the appropriate NFI will make your strategy EVOLVE!
What behavior are YOU trying to drive and how are your metrics supporting it? Sharing your ideas would help our community.
The next article in this series will examine specific options as you try to answer this most important question in marketing measurement.
This is Part Five of a series examining social media marketing measurement.
Part 2: Social media ROI shock treatment
Part 7: Yes, it IS about the money!
Part 8: Creating a measurement plan
Part 9: Measurement is like a bartender