Why Measuring Should Come First

Many nonprofit social media folks, including me, have stressed putting measurement at the end of a campaign plan. But measuring only after a campaign is a mistake – if you want to understand your people.

Note that measuring also occurs during a campaign to make sure you’re on track, and also at the end to celebrate success (or not as the case may be).

According to the POST method, starting with “People” first always works:

  • People: What do your people want from you?
  • Objectives: What can you do to satisfy that need?
  • Strategy: How are you going to do it?
  • Tactics: What tools will you use?

Because “People” comes first in this model, it’s important to measure at the beginning (including monitoring). This way you can properly understand your people, and discover how you can best help them (Objective). 

What do you think?

Comments

  1. Nice Insight! I think it’s important to remember to measure throughout the campaign rather than at the end. I’ve been a part of campaigns where results were measured at the end. Had we measured results throughout, we probably would have ended up with a better result because we could have made smaller adjustments during the campaign. Also measuring beforehand would be beneficial to a creative team. It would allow improvements ahead of time. I recently read a blog about analytics that talked about why we measure. I think we often forget why we measure campaigns. This blog, http://blog.kissmetrics.com/social-media-measurement/, reminds us that the purpose of the measurement is to determine what is successful and how we can improve our strategies. I think the POST strategy is a good thing to keep in mind. I think measuring at the beginning and the end is important, but I also think checking measurements periodically throughout could also improve the process.