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Measuring your success

Measuring success within social media and beyond is critical. Here are a few resources you may want to use.

1) You can start with the analytics of the platforms themselves if your page has enough of a following.

  • Twitter: analytics.twitter.com
  • Facebook: analytics.facebook.com
  • LinkedIn: https://www.linkedin.com/help/linkedin/answer/95768

While many of the analytics on Social Media platforms appear to have a level of sophistication that is trustworthy, many of their methods for collecting data are not transparent and the nomenclature used is often unclear to people who need the information the most. 

2) Hootsuite provides advice for 18 key performance metrics that you may want to use in a selective way.

3) New standards in measuring the effectiveness of communication are dynamic. One international standard is the Barcelona principles which is now in its third iteration. The International Association for the Measurement and Evaluation of Communication offers an introduction and an interactive framework webpage. There is a shift in the industry to push for more robust evaluations of actual engagement and value rather than low reaction vanity metrics. In short, likes are not enough, views only last 3 seconds for videos, and your work as part of a doom scroll doesn't meet the standard of an interaction that counts.

4) It is critical to go beyond Social Media metrics to explore the real life outcomes of your activities. A strong model of this can be found through the United Nations Sustainability Development Goals. Their SDG tracker is dynamic and accessible to many community partners throughout the world.

If you would like assistance developing KPIs for your Social Media campaigns, you can reach out to tbrunet@uwindsor.ca.