Return on investment. Measurement. Metrics. No doubt you are sick of hearing about all of these. Blogs from far and near will give you sound advice on what you should be measuring in order to appease the people at the top of your business. You need to have a measurement and reporting system in place, of that there’s no doubt, but I wonder what you are actually doing with the data?
You may have a picture of the interaction levels on say, Facebook or a real sense of the growth of your followers on Twitter or even how many unique readers your blog has. Great. Figures look nice in tables, even better in pie charts and even sexier in an ‘infographic’ but they mean zilch unless you are really learning about your audience and making positive actions based on those findings.