5 Tips - Avoid Common Measurement Mistakes

1. Focus on measurable objectives at the beginning
2. Develop a dialog with stakeholders through a social media program (this way you can measure the volume of dialogue + tone & quality of conversations online
3. Measure impact of the organization's objectives - not just the program objectives (counting the number of followers is not enough, measure the changes of perceptions based on online dialog)
4. Measure the media impact on referrals, customer loyalty, business leads - thus you will be able to prove the value of PR
5. Measure during the program, not just at the end