In the last nine steps, I have walked through Are We There Yet? A Communications Evaluation Guide by the Communications Network. It started with figuring out what to evaluate and establishing an overarching goal. The central question was: how are your communications efforts creating a change; more specifically, a change in behavior. The central message was: measure outcomes, not outputs. It ended with figuring out specific tools and establishing a evaluation budget.
Evaluating communications in social media, focused on creating change, is one aspect. I have occasionally offered a brief perspective on evaluating marketing efforts, focused on sales and commerce. And while I wholeheartedly believe social media should be used for sales and commerce purposes—as long as you play by the new rules of social media—and that those efforts should be measured, the first and foremost reason for engaging in social media should come from a mission statement-inspired goal.
I hope the walk through was helpful and insightful. Perhaps you have suggestions or improvements. If so, don’t hesitate to let me know. Likewise, leave a comment if you have an evaluation story to share or if you have any questions on your own evaluation efforts. I’m looking forward to hearing from you.