How to measure success? The consensus on good practices in social-media evaluation 4May

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Under this slogan I presented Perceptica and AMEC’s Social Media Measurement Frameworks at IAB’s annual forum in Sofia this year, the country’s most popular event for digital-ads professionals. As I expected the elite of the local digital comms to be there, my idea was to show why, how and by whom the best practices in social-media measurement are being developed, and how Perceptica had organically implemented them in its measurement model even before their public release.

It’s quite difficult to grab the audience when presenting any analysis- and numbers- related stuff if you are among all catchy colourful marketing and ads case studies. Even when it’s about the hottest trends in the analyses area, even in the context of something so fashionable as social media.

Yet, encouraged by a couple of other presenters mentioning they measured their digital performance (only by counting views, rates, etc. but still measuring), I entered the podium to try give the other point of view on comms: the media evaluation or how to plan, monitor, measure and analyse effectively communications.

For many years now many communication professionals (if measuring at all) have been using some very general and simple metrics, the SOV type, to evaluate their effectiveness. Simplicity is great. However, do those metrics really measure exactly your campaign; can they cover the very uniqueness and the diversity of any campaign? Simply NO. Because nowadays the keyword in communications is diversity….of methods, media channels, approaches, audiences, and anything else.

On the other hand, thanks to that diversity, most evaluation firms have developed their own unique methodologies. Fantastic. Yet, some differ so much that clients get really confused – how comes that things as simple as “likes” or “retweets” are translated differently by the different evaluation firms; why engagement and advocacy are measured via different metrics by the different firms?

Well, AMEC’s SMM frameworks have been created to address those concerns. This is why some of their main goals are:

  1. To guide communications professionals by giving them a good approach on how to plan and then evaluate their work: starting from setting the right communications objectives linked to their organisational ones, choosing the right evaluation metrics based on the objectives, monitoring and analysing throughout the campaign to be able to adjust and restructure, if needed, in order to adequately measure communications and prove success at the end.
  2. To give comms and evaluation firms the unified approach, the good practice in measurement and analysis without hindering the flexibility in appliances which is essential.

Shortly said, the frameworks are sets of metrics which you choose from based on your own objectives. As simple and as effective as that. Hopefully, the industry will recognise the value of that simplicity and effectiveness, and put it in practice.


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