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Tag: ROI

How to Measure the Performance of your Government Social Media Initiative

This post is based on a comment I left on the following OECD blog post the other week : Measuring government impact in a social media world

One thing I like to do off the bat when working on social media performance reporting for my government clients, is to differentiate between three basic levels of reporting (inspired by some Altimeter Group research) depending on which level of the organization I am working with (using the Canadian federal government structure as an example).

These are as follows:

  1. Business Metrics (e.g. Reputation) –>For executives and senior managers (DG’s, ADM’s and DM’s)
  2. Social Media Analytics (e.g. Share of Voice/Digital Footprint) –>For business unit stakeholders (Senior Managers and Directors)
  3. Engagement Data (e.g. Re-tweets) –>For community managers (Officers and Managers)

How will we know if we have achieved success with social media?

I was recently asked the question “how will we know if we have achieved success in our social media engagement?” (i.e the age old ROI issue)  by a someone from my client’s senior management team. The only problem was that it was a closing rhetorical question for which they did not actually want to hear a response at that particular moment.