Opinion: From our Readers - Right tools to measure the right things

Ah, the old hot potato of measurement and therefore of evaluation ('Social media measurement: the experts at work', Features, 2 April).

What you need to measure and the tools you should use depend entirely on what you want to achieve. So it's a shame that both of the briefs set in the case studies didn't quite go that far. Surely the first question with both of them is to ask 'why?' What's the objective? What are we trying to get people to think, say and do differently?

Only when you know the answer to those sorts of questions can you really create the right framework for evaluation and then deploy the right tools that measure the right things.

- Chris Reed, managing partner, Brew (from prweek.com)

Email letters (200 words maximum) to prweekletters@haymarket.com.

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