Objectives dictate tactics.
Tactics dictate metrics.
Metrics dictate analytics.
Ever since we started this term, these 3 sentences have been the key messages of all our lectures. They came with a call for logical thinking, clarity in formulation and critical analysis that can drive strategy.
Lecture 8, and lecture 9 to follow next week, are dedicated to metrics: what they are, where to find and which ones to use in relation to the objectives that you have to meet.
Each platform comes with its own metrics.
In order to know what you should measure and how you establish parameters of success for your objectives, you first need to know what is it that you can measure. Website/blog metrics will be focused on traffic (inbound/outbound, sources, keywords), demographics, geography, time spent on site, visit behaviour (pageviews, pages/visit, bounce rates) while Twitter metrics will be more focused on the account holder’s behaviour (tweets/day, replies/day) or interactions between users (mentions, RTs, shares). Facebook, LinkedIn, Pinterest would all provide different sets of metrics reflecting both the nature of the platforms (social networking, professional networking, bookmarking) as well as the nature of the activity undertaken on them.
This should make you consider the value that the value can bring to your client and how the platform that you choose can help you meet your business/communication objectives.
To learn more about:
- web metrics, check Brian Clifton’s (2010) book: Advanced Web Metrics with Google Analytics
- social media metrics, check Jim Sterne’s (2010) book: Social Media Metrics: How to Measure and Optimize Your Marketing Investment, Brian Solis’ (2008) e-book The Essential Guide to Social Media or Olivier Blanchard’s (2011) Social Media ROI book.
Metrics are just numbers.
Retrieving data from the internet is easy. Most platforms provide users access to some sort of analytics. Facebook has its Insights for pages, Twitter has its followers, following metrics, WordPress has blog/site statistics, YouTube has its own Analytics platform and so does LinkedIn for Business pages. However, without analysis, without correlation and without being linked with an objective and a target metrics are useless.
- Map measurement objectives to project or business goals.
- Identify specific key performance indicators (KPI) that align with objectives.
- Establish performance benchmarks or targets to gauge success.
His sample of social media metrics framework provides a good example of how objectives and tactics can be linked with metrics (please be aware that Murdough does provide any targets or tactics to reflect the goals and objectives).
We’ll be looking at more examples of how to link objectives with tactics and measurements in the next lecture.