Our video ... was a flop. The millions of views we had dreamed about never came. A week after its uploading, despite our best promotional efforts, the video had been seen by only a few hundred people. But then, miraculously, new leads started coming in from that tiny audience.
As it turned out, our video was tailored to such a specific viewer that anyone who got the joke was an ideal prospect for us and would share it with like-minded friends. Within a few weeks, one of those rap video leads became our biggest customer to date, doubling our monthly revenue.
There’s only one way ... to measure any communications effort, regardless of tactic: results. Social media is no different. Here is an example from a LA-based animal-rescue group that illustrates my point perfectly:
They put out a call for donations and one Facebook post generated “630 likes, 150 shares, and 14,000 clicks,” but only one $20 donation. If measurements is about likes, shares, clicks, fans, or followers, those numbers wouldn’t be so bad, but the goal was to raise money. So in this instance, the metric should be dollars raised, not social media numbers.