Social media measurement is quite immature – just as Web analytics was back in the mid-1990s – and it will evolve quickly as marketers trial different approaches and hold enterprise measurement firms accountable in helping make sense of all the activity data generated by social media interactions.

In our experience to-date at Mullen, we’ve discovered social media has its nuances, but overall, at its core, similar principles need to be planned for when embarking on social media measurement. With that, here are Mullen’s 5 steps to social media measurement success:

1. THE END JUSTIFIES THE MEANS

• Start with a desired consumer behavior/ business goal
• Figure out the appropriate social platforms to get there
• Platforms + goals = measurement opportunities

2. MARK THE TRAIL

• Lay out the potential behavior paths
• Plan a metric for each step
• Incorporate tracking hooks where possible

3. DO THE MATH

• Size the opportunity
• Realistically estimate success
• Calibrate expectations

4. KNOW WHAT YOU WON’T KNOW

• Accept the tracking imprecision of consumer control
• Highlight the risks and measurement holes
• Measure accordingly

5. BUCKLE IN

• Consumer connections are long-term
• Unpredictability will be the rule
• Get 80% right rather than 100% frustrated

That’s our initial perspective. What’s yours…? How have you tackled social media measurement planning? Anything missing…? Any experiences you’re willing to share?