There are many ways to measure the success of a program. These may include, among others:
- Number of stories, posts or people reached
- Increased awareness, positive sentiment or share of voice vs. the competition
- Traffic to Web sites or social networks
- Increased subscriptions, downloads or sales
It is important to us that we create specific goals and measure against them. Toward that end, we use sophisticated software tools to analyze and understand which of our strategies have generated the greatest impact and to develop future programs based on those insights.