Firstly you need to be clear about what it is we want to be able to measure from its existing point (i.e. baseline reading) moving forward and why these measures are the key ones for you. If you focus on the wrong measures, then even if they are properly assessed, the result will provide little useful data for the business.
Secondly and almost as almost as important is the way the metrics will be displayed. Too often, managers are inundated and overwhelmed by copious amounts of raw data making it difficult to focus clearly on the key data points and trends that really matter and provide the basis for true insight and future decision making.
For this reason it is wise to set up a simple, efficient and practical dashboard that will provide management with facts and figures designed to update and provide this added understanding into what has transpired.
There are I'm pleased to say various existing providers of Dashboard templates and resources available. Some are free and some will cost you some money.
For Twitter, Hootsuite (www.hootsuite.com) provides a dashboard specifically for the brief Twitter messages.
Specifically for social media you have free dashboard services such as: paid versions from suppliers such as: UberVU (www.ubervu.com)
Regardless of whether you opt for the free service or pay a little more for the one of the paid options, the point is simply that you need to be starting to get your structure set up so that all valuable information is routinely gathered, analysed, seen and understood by the business.
Additional Training Resources
And so until next time, good marketing and good luck.