Tying social media metrics to organizational goals can be a real bear. Social media is notoriously difficult to measure, and it's a long and winding road to connecting sales to Facebook "likes" or the number of Twitter followers you have.
"Connecting social metrics to business goals requires a mindset shift from social media results to business results," says Don Bartholomew, senior VP of digital and social research at Ketchum. "It also demands an acknowledgement that the business impact isn't always sales. It can be employee loyalty, corporate reputation and customer satisfaction."
Bartholomew uses this matrix to align social goals with business objectives. Use it to see how your tactics measure up.
For more measurement tips, check out PR News' PR Measurement Guidebook Vol. 6.
Follow Lucia Davis: @LKCDavis