How To Measure Social Programs

December 12th, 2018

Jessica Liu Principal Analyst

Melissa Parrish

With contributors:

Brigitte Majewski , Tina Moffett , Miriam Oesterreich , Christine Turley

Summary

Social measurement is the bane of many marketers’ existence. Marketers feel stuck with engagement metrics that don’t tell them anything about the business impact of their social programs. Though still nascent, social attribution is finally emerging as a way for marketers to quantify the value of social programs. Brand health measurement is also a key element of social contribution. Measure the performance of each social program based on its ability to drive activity within a stage of the customer lifecycle and how well it guides customers to the next phase. This report shows marketers the three levels of measurement they need to focus on and introduces new methods, data, and vendors that can help.

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