While no two programs are the same, there is one thing that remains constant in our work for clients – measurement. The SMG Impact Report is our tool for program and campaign measurement.

Working with social media affords a unique opportunity to measure. We don’t tack measurement on as an afterthought. Instead, we integrate measurement in every step of our execution. In fact, our resident measurement gurus take part in each stage of our project lifecycle – from brainstorming and program development, through to kick-off, execution and post-mortem.

While our SMG Impact Reports are tailored to fit the program, we do have a three constants that guide our approach.

Reach, Engagement and Spread
Three core measures that we focus on to measure the true impact of our client programs are Reach, Engagement and Spread. We aren’t interested in applying old mass media models to social media. So our measures make sense for the work we do.

Results that map to objectives
The analysts from our measurement team don’t measure for the sake of measuring. Nor do we razzle and dazzle our clients with fancy charts and graphs that don’t really mean anything. The DNA for our programs is the right idea that supports our clients’ objectives. So when it comes to reporting on the impact of our results, we bring the steak and the sizzle.

The 2 Qs and Human Analysts
We aren’t content to let algorithms do our work. While we do use both commercial and proprietary software tools, our analysts draw conclusions and apply judgment in preparing SMG Impact Reports. Our analysts prepare SMG Impact Reports incorporating both Quantitative and Qualitative metrics.

Interested in Measurement?
Find out more about how social media programs are measured.
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