‘Likes’ ‘Retweets’ and ‘Reblogs’ are all well and good as a shallow metric but not much more. Use them as a guide indicating how effective your social activity is progressing. Report and monitor the things that truly matter to your business, the deep metrics that deliver consistency of reporting and value in terms of business critical KPI (Key Performance Indicators). If your boss is only asking for these shallow metrics then you will need a considered and logical argument up your sleeve as to why they are not the right ones.
The things you should measure are the very behaviours you are looking to alter by implementing a change to your existing marketing repertoire. That is why you undertake a campaign or a certain strategy. To make something better. To improve leads, brand awareness, renewals or whatever it might be.
Measure the uplift, the money in the bank and the cost per renewal against the cost of acquisition. Compare and contrast. Benchmark your activity. Go historical if it paints a better picture but measure the numbers where the needle shifts from the start of new activity and where it ends up as a result of your considered marketing campaign.
