NEW YORK: Fenton has released a social media-focused measurement and metrics guide designed to help employees, agencies, and brands that are reporting metrics for social campaigns.
The guide works to “demystify” the challenges of social media measurement by helping brands emphasize long-term goals, rather than simply considering metrics such as the number of “likes” and followers, said John Gordon, SVP of digital at Fenton.
He added that the ultimate goal of the report is to help communications professionals ensure all social media tactics prompt consumers to complete a specific action.
“This was about recognizing that those metrics have value, and they are great indicators of performance,” Gordon said. “But if they're not in service of a broader strategy or a broader goal, then you're kind of wasting your time.”
The agency has been using the guide internally to direct its reporting and explain its approach to clients. “One of the benefits of this is that it is largely about social media, but the structure itself is just a very simple approach to how a modern communications strategy should work,” Gordon added.
Social media measurement standards have long been an industry goal. A number of agencies, such as Edelman's StrategyOne unit, have released digital media measurement and analytics tools in recent months.