During the course of your social media project I have no doubt that a CEO or CMO is going to ask you, “How do we measure the value of this social media initiative?”
Great question and one that is probably tougher to answer than you think. Below is a worksheet that we use at SPECK Media to help clients derive their goals for a social media project.
Also – take a quick peek at my question on Quora regarding: How do you convince CEOs that social media drives monetary value. There are a lot of smart people providing some interesting thoughts.