Practice #8: The Master of the Metrics

Strategy requires measurement. The Master of the Metrics is focused on a program that offers executives the measures they need based on business outcomes versus what departments require to see social media progress. The practice includes a strategic view of metrics, breaking them down from the simple to complex engagement. The Master of the Metrics creates measurable social media objectives (benchmarked over time) to clearly communicate ROI for the executives as well as sets up a six-step metrics program for departments to track. At the same time, it’s necessary to differentiate between high-level versus low-level metrics on various platforms.

Your new practices can ready you for business communications now—and in the future. Learning to adapt to the highly connected customers’ world starts with your own efforts, moves into your communications department, and then to every department or person across the company to work congruously. Businesses today are required to deliver messages, stories, and experiences to people who have strong preferences, and to those who want only relevant information from trusted sources. Your eight new practices were developed to help you prepare for the further proliferation of social media and communication changes, and the resulting affects on a business. As a result, the strategies you devise can lead to higher levels of engagement and brand impact....