Social media measurement is definitely a hot topic of discussion. There’s no agreed-upon industry standard, and we share many experts’ opinions on best practices. We’ve even developed some of our own metrics.  Our results reports are customized and can include potential reach, social media impressions, click-throughs, reactions and more.

We’ve found it’s important to set goals at the beginning of any social media program based on overall objectives.  It’s obvious, but many marketers forget this important step. You need to ask, “Why are we doing this?” If you can’t answer this question, how do you know you’re using the right strategy?

The first step is to determine why you’re using social media – to increase awareness, drive sales, send traffic to a website, facilitate conversations, generate leads, etc. Whatever it is, make sure to have this dialogue with your client. Once you have a clear picture on what you want social media to accomplish, you can create benchmarks and set clear, measureable goals.

For this week’s question, we’re asking you: What are best practices when it comes to social media measurement? Share your thoughts in the comments below and let us know.