Social media measurement – easy once you recognise it's not

Thu, 13 Jan 2011 00:00:00 +0000

The CIPR ’s social media and measurement group is committed to providing updated guidance to members by the end of January. As the group’s chair, I’d better get my skates on. Here’s a quick look at the main thrust of our report.

Social media measurement, like business performance management and measurement in general, must measure what’s important to your organisation. Sounds simple for a moment doesn’t it, except that the view of what’s important and what’s trivial is pretty much muddied when it comes to marketing and PR measurement and evaluation in my experience.

Take the announcement this week from Sainsbury’s, one of the UK’s top supermarkets:

Measurement-Evaluation on Philip Sheldrake

Social media measurement – easy once you recognise it's not