Seth's Blog : Instead of the easy numbers...

Instead of the easy numbers...

What is it that you hope to accomplish? Not what you hope to measure as a result of this social media strategy/launch, but to actually change, create or build?

An easy but inaccurate measurement will only distract you. It might be easy to calibrate, arbitrary and do-able, but is that the purpose of your work?

I know that there's a long history of a certain metric being a stand-in for what you really want, but perhaps that metric, even though it's tried, might not be true. Perhaps those clicks, views, likes and grps are only there because they're easy, not relevant.

If you and your team can agree on the goal, the real goal, they might be able to help you with the journey...

System innovations almost always involve rejecting the standard metrics as a first step in making a difference. When you measure the same metrics, you're likely to create the same outcomes. But if you can see past the metrics to the results, it's possible to change the status quo.