A great presentation from Valeria Maltoni on measuring how your social media communications are PERFORMING. Yes, that's right – not just "ROI" – but actual impact on the things that are important for your business.

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What does this mean?

It means that YOU have to do the hard work of defining which things you want to measure and impact. You need to be actively looking at your BUSINESS STRATEGY to determine which things can remain stable and which things need to change. From there, you put in place a whole range of initiatives (some which include social media) designed to change the behaviour of your target audiences. Again – these audiences are folks that YOU need to be clear about – are you talking employees, new customers, existing customers, partners, suppliers, potential interns …

I know, you are going to ask me "can't an agency do this for me?" Of course they can. But in my view, you want to spend your hard-earned budget on creating value for your audiences. If you understand more clearly who, how and what is interesting, useful and relevant to your audiences, then you can brief your agency to deliver real value to them. It's about planning for context over placement. Remember – the clearer you are in your briefing process, the sharper results you will get. For me, forget "reach and frequency". Show me performance and business impact any day.