It’s important for your newsroom/department to regularly monitor targets and analyse statistics in order to know whether it is on the right track or if something is not working and needs to be modified. This is especially important early in the process.
Create a simple structure for different types of follow-up and evaluation:
Create a simple structure for different types of follow-up and evaluation:
- One or several times per week: Choose one, two or three recent posts and discuss them. Is it a good photo or a caption that captivates the reader? Why is it good? How did the audience react to the content? Why did this post in particular attract many long comments? Reflecting about what you have done for 15 to 30 minutes is good for motivation.
- Once per month/once per quarter: Decide on the three metrics that you want to monitor over a longer period of time (for example the reach of your posts, clicks on links and how long the audience viewed your videos) and try to find common denominators. Are close-ups of people more popular than other photos? Does a personal touch in the text and narrative influence the number of interactions for posts?
- Once per year: Thoroughly evaluate your achievement of the objectives you set at the start of the measurement period. Have you achieved or exceeded them? Why?/Why not? What should we be doing more/less of in the coming year?