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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships by William T. Paarlberg, Katie Delahaye Paine

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Chapter 2. How to Get Started

"All truths are easy to understand once they are discovered; the point is to discover them."

Galileo Galilei

If you are new to measurement, it's best to start with baby steps. An annual measurement program can be a sizable undertaking, and if your organization hasn't done one before, it is a daunting process. I highly recommend beginning with a pilot program, either a three-month benchmark study or a targeted program aimed at a particular launch or event. This relatively painless route will get people addicted to the numbers, and they'll invariably ask for more.

A note about measurement and politics: Your measurement program will eventually step on someone's toes. It is inevitable that your data will challenge some traditional wisdom, or put someone's pet project on hold, or at the very least change internal priorities. Somebody is not going to like it, and they will push back. The good news is that you will be basing your conclusions and recommendations on real data. The facts will be on your side. As long as you have confidence in your data, you're standing on solid ground. Once you've established yourself as a data-driven manager who relies on accurate data, your credibility will soar. And let's emphasize that: Accurate data is the key to both the success of your measurement and to the decisions you base on it.

10 Questions Every Communications Professional Must Be Able to Answer

Before we get into the specifics of measurement, you will need to have ...

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