The Mismeasure of Success


[tweetmeme source=”lovestats” only_single=false]On numerous occasions, people have told me that they’ve been instructed to do something in the social media space. They were given no instructions on what that something should be, whether ads, PR, CRM, research or otherwise. In the words of Nike, just do it.

For those whose performance is not based on success, I wish them much joy in the fun task that lies ahead of them. For the rest of us, I wish you much luck in being a mind reader.

If, for some reason you have realized that research is the right goal, then you are one step ahead of the game. But, in order to really get your game on, you need to be two steps ahead. Remember all that survey and/or focus group research you did? Remember how that annoying researcher kept asking you “What is your objective?” Well, the same applies to social media research.

What is your objective? Do you need to discover product weaknesses? Strengths? Do you need to build on your segmentation strategy. Are you trying to evaluate brand strength? All of these goals have different research processes and analyses. You wouldn’t just throw any old survey out there and expect it to meet a multitude of unknown goals. Nor would you do so in SMR.

Besides, when you have a goal in mind, it’s far easier to succeed in measuring it.

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