How do you measure up?

I think one of the places that law enforcement is missing the boat in their social media programs is in the area of measurement, or more accurately…what they are measuring.

Followers, likes, subscribers and friends are essentially to having a voice in the social streams but given the sheer volume of information that is out there having big numbers in those analytics aren’t really that impressive if they aren’t translating into a true function for you.

Yes, if you have 20,000 followers on Twitter you have a bigger voice and the odds are that more people will hear what you are saying more often which is needed, but I can go out and buy 20,000 followers and 10, 000 fans and 5,000 subscribers. I’ll have big numbers but it certainly won’t translate into an effective social media presence.

Think about what it is you are actually trying to accomplish with your social media program. What were the goals you put in place to achieve and the objectives you were using to get there?

If you goal is followers…easy win, just buy them.

Time to think outside the box a little here. What are you doing on social? What are you trying to achieve?

Chances are those goals have nothing to do with followers, fans or likes but go much deeper into an area of influence.

How do you measure up in terms of the influence you have with your audience and the impacts that you are trying to achieve.

You have to dig way deeper than the raw numbers and actually get right down into the re-actions that are occurring as a result of your actions.

Over the next few weeks, we’re going to start looking at true measurement that matters.

Take a minute and leave a comment about what you think are the measurements that should be taking place or those metrics and insights you want to know more about.