Markings on the kitchen wall as a child grows. Adding chocolate chips in a cookie recipe (and dumping in a few extra for good measure). Filling a test tube to the meniscus in science class. These widely different measurement-related scenarios not only have a sentimental tie, but the word is defining growth (child growing), creation (baking cookies) and testing (science class). And even when we refer to measurement in terms of social media programs, growth, creation and testing applies. Who knew we could get sentimental?

Measurement is Growth.

Social media programs cannot stay stagnant. They are living, breathing things that need to be nurtured and cared for as they grow and change. For instance, we’re sure you can agree that no two days are the same on your Facebook page or Twitter handle. Your customers and colleagues are conversing about different topics constantly and in order to engage in the conversation, you need to monitor and measure your social program. As you engage and learn the conversations and social media platforms that are most beneficial to your brand goals, you’ll adapt and grow your campaign in those areas. Which platform generates the highest share of conversation for your brand – Facebook, Twitter or something else? As we learned in the GNC webinar, blogs and forums housed the most conversations around health and wellness. GNC knew those platforms needed to be a focus for their own growth potential.

Measurement is Creation.

Results can taste as sweet as chocolate chip cookies if you just know how to create an effective social media program. Knowing who’s who your social media neighborhood helps to determine which direction you may want to go when delving into the space. You want to find that niche opportunity to stand out. This also enables the opportunity to be creative in your program. If you’re a bank and you see that Foursquare check ins are popular, create a Foursquare program such as a higher CD rate upon check in. Use the knowledge you gained from measuring the space in order to let the creative juices flow into your unique social media recipe.

Measurement is Testing.

A silver bullet does not come with a social media program. While there are many proven methods, trial and error is a great way to determine what’s working and not. And if you’re constantly measuring your results, you can determine results quickly and adapt your campaign accordingly. Consider A/B testing, whereby you try two different social media programs at once to see which one pulls stronger results. Last year’s Social Media Marketing Conference has a session on A/B testing. Here’s a recap.

This month, we’ve tied measurement to words like complicated and controversial. But measurement can be creative and educational too. It’s all about how you use it to work for you.

What comes to your mind when you hear the word measurement? Are there other terms that play into growth, creation and testing? Share your comments.

Tags: Social Media, testing