Effective measurement

Pre-agreed targets and objectives are critical for effective measurement of a project or campaign and key messages will flow from this. This needs planning at the outset so that coverage and commentary, both in print and online, can be monitored and measured throughout the project.

The social web has triggered the development of a wide range of tracking tools which can be used to monitor and manage sentiment during campaigns. This means you can not only respond to issues but also assess the impact of online vs offline activity to inform future plans and recommendations.