How to avoid ‘success theater’ in your social media measurement

It’s 2023 – you know you need to be measuring your social media success. 

But even more than a decade into the field of social media, that’s still easier said than done. Even experienced, clever social media professionals can sometimes default to the easy path of proving value through engagement and impressions. 

But true social media measurement must go far beyond those metrics. Tina McCorkindale, PhD, APR, and president and CEO of the Institute for Public Relations, recently presented on “Social Media Measurement Toolbox: Top Recs for Tracking Reach, Results and ROI.” She also emphasized the importance of avoiding what she calls “success theater.”