Capture Every Single Piece of Data that You Can
As we discuss in Chapter 19, you can measure a lot of your social media marketing efforts. SMM is meant to support your overall marketing and business objectives, and you’ll know whether it’s succeeding in helping you accomplish those only if you’re measuring your campaigns, initiatives, and strategies. Everything must be tied to results.
The only way to do that with rigor is to capture every single piece of data that you can about your SMM efforts. From the number of influencers activated to how many views a YouTube clip got that translated into a sale and the brand attitudinal lifts you saw based on a SMM campaign, you must capture all that data. Don’t forget about capturing data that supports other parts of your business, such as a reduction in customer service calls or the amount of time it takes to bring products to market, if you’ve brought customers into your product innovation process. Data is everything.
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