What’s the point in delivering a brilliant communications strategy on behalf of your client if you’re unable to show them it’s been effective?
We monitor different aspects of client accounts to track what works, what doesn’t, how we can improve content and how to better understand our clients and their audiences. Here are our tips for effective measurement.
From detail to big picture
Find a question you want to answer and there will often be one or more data sets available that you can sift through and find what you are looking for. However, it isn’t always as simple as that.
You might want to look at how all your efforts have impacted the overall perception of your client. In order to track impact and sentiment across different data sets taking a deep dive into your data is the only way. It requires working through data from coverage, social media platforms and other anecdotal data points and mapping exactly what has been said.
We’ve developed a framework specifically for these data sets and each point viewed and assessed, both separately and in the overall context of key events and campaigns. Through meticulous analysis the answer to the question is displayed in bespoke sentiment charts with lots of data behind them.
Finding your own way to track sentiment and map feeling behind content is a key part of measuring effectiveness.
Accuracy is key
Although it is essential to understand what people are saying, it is also necessary to see how much is being said.
Tracking every mention of your company or client on social media, in newspapers and on websites manually is a near impossible task … which is where industry software comes in.
Using intelligent software that can search for keywords, automatically monitor followers and engagement and calculate your social media impressions is the best way to get detailed and accurate results. We enjoy using Sprout Social, but it’s worth researching a tool that will report on what is important to you. Which leads me nicely on to…
Measure what matters
Not all the data that is available will necessarily be valuable to you. Before undertaking any communications activity, you should have a clear set of goals agreed and you can then measure your work accordingly.
For example, if you’re looking at improving a company’s reputation, tracking the sentiment of content over time will help identify if this has been achieved. Or if you’re looking at reaching a specific audience with your content, tracking who is following you on social media or who opens your email newsletters might be a good place to start.
Measurement is all about improving your work and identifying success, so it is essential that you get it right!