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Creating a Digital Strategy - Step 4

Creating a Digital Strategy - Step 4
Step 4 in creating your digital strategy is measurement and anaylsis.

Creating a Digital Strategy – Step 4: Measure & Analyze

The evaluation of a digital strategy is imperative to learn the lessons of the campaign, including:

1.    Reviewing engagement and unexpected longer term benefits:
  • Tracking your retweets, mentions, likes, etc.
Set up a schedule of how often you'll measure/record these results (i.e. in a spreadsheet updated at the beginning of every month). Make sure this is reasonable. Tracking results on a daily basis might not be realistic, and doing only every six months isn't often enough to really see the impact of your strategy.

2.    Taking lessons on board to build stronger future campaigns:
  • What worked?
  • What didn't?
What have we learned so far? Perhaps your audience becomes more engaged when you ask them a question. Have you found it's better to post at a certain time in the day?

3.    Making changes to your plans as you move forward:

How can you apply these lessons moving forward? Perhaps your audience becomes more engaged when you ask them a question - try to do that more often. If something isn't working, don't be afraid to try it a new way. If something REALLY doesn't work for you, maybe it's time to leave it behind entirely. Evaluation improves the effectiveness of future campaigns and strategies by becoming the key building block in planning them.

Congrats! You've successfully completed the first round of your digital strategy. But don't stop there! Take what you've learned and apply to your plan moving forward. Your digital strategy won't just stop, it's a never-ending process of testing ideas, tracking your results, and making changes to improve.

Photo credit: Oliver, Henze via Flickr 
Creative Commons Attribution 2.0 Generic (CC BY 2.0)
Posted by Alexa on 4/11/2014 9:20:19 AM
Filed under: Digital Strategy

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