In my experience social media as a communication channel can still feel overwhelming to many people. So taking the next step and thinking about how to meaningfully evaluate the use of it can almost feel too much of a mystery – which often means it doesn’t happen!
However, the more I’ve worked with social media evaluation the less mysterious I think it is. It’s easy to get caught up in the numbers that get thrown around like – we reached 20 million people with our tweet. To that I would say great, what does that number mean and so what?! (And there’s a whole other conversation to be had around how reach numbers are derived and what reach actually means.)
