It is not a social media strategy if it isn’t underpinned by planning, expected outcomes and numerous opportunities to measure from Day 0 through to the end, whenever ‘the end’ might actually be.
Measurable outcomes are not to be feared or sniffed at and targets are not always wholly achievable. Knowing where you are at any given moment and why will be your biggest driver of and opportunity for success.
Social media success could just as easily be measured by how flexible your plan is. If it can take the strain here and give some slack there, you will find that the overall goal – of which one would hope is at least loosely tied to the indomitable march of progress – will benefit for it and reap just rewards.
The flexibility in changing the delivery of your social marketing or the reassigning resources to other platforms is a useful place to be in. It demonstrates that through measuring and listening to your social dialogues, that you can always identify where the most gain is to be had and where something might not be working and adjustments are needed.
How measured is your approach?
Recommended reading: Social Media for Business: Taking you Program beyond marketing campaigns
