Follow-up5 min read
Metrics that matter after publishing
Reach and likes say little about the business. Here is how to build simple follow-up that actually shapes the next decision.
Most of what gets measured in social channels is measured because it is easy to measure. Reach and reactions are rarely what you actually want more of.
Pick one activation metric
Decide what a meaningful action is: a signup, an upload, a booked demo. Measure that. Everything else is secondary and is used to explain why activation went up or down.
Log thin results too
A post that did not work is information. If only successes are logged, the system — and the team — learns the wrong thing.
- Log channel, date and link right at publication.
- Fill in the figures after seven days, not the same evening.
- Write one sentence on why you think it went the way it did.
Let follow-up steer the next choice
Go through the learnings once a month and let them influence which angles you prioritise. Follow-up that does not change a decision is administration.