social media measurement tools
19 April 2017

Coverage and social media measurement tools: do’s and don’ts

Measurement has always been a thorny topic in the PR and digital marketing sphere. With an abundance of 3rd party platforms and social media measurement tools on the market claiming to measure everything from share of voice to press coverage sentiment, social media content performance to SEO website analysis… where do you start when figuring out which is right for you?

Our dedicated monitoring and measurement team here at OneChocolate have worked extensively with tools across the board to get our clients the best results and show them how we managed it. Here’s a few tips from them on things to consider when shopping for insights.

Get examples to help you show ROI

When speaking to salespeople from measurement platform companies and agencies alike, the more you tell them about your business needs and internal politics, the more they’re able to help you. Tell them the challenges you’re facing and ask for relevant examples of how they’ve solved similar ones in the past. For example, you could be struggling to show your seniors the need for UK-specific social media channels – ask your contact for a simple set of graphs that can show what your brand’s competitors are achieving with theirs, and the returns your company is missing out on.

Don’t be blinded by science

Your potential new tool is likely to have lots of functionality which looks useful to you, with pretty graphs and standalone stats aplenty. While this is all very well, take a step back to ensure that you are buying insights that will work for you as real proof points to be able to move your business forward. For example, you may be tempted by access to a wealth of social media data to show you which content is performing best, but if your boss is concerned with direct sales and sales only, will that tool be more useful than investing more into looking at your e-commerce conversion paths? Make sure your investment is going to affect your business in a meaningful way.

Check out example reports

Is the platform’s information given in a format your bosses will understand? A common pitfall when it comes to measurement tools is that you end up creating even more admin for yourself by having to rewrite the data to help your bosses see the top line summary. When making your decision, look for tools which offer clear graphs you can put straight into your reports with a one line description on what it’s telling you.

Be honest with yourself about the opportunities the tool will open

In terms of objectives, both for the company and for your role, can you see clearly how the potential new tool can work towards these? Based on what you know, can you confidently give a 6-12-month plan of how this will work? Could you possibly estimate an ROI figure? All tools take a while to get used to and they don’t always work out as planned, but if you have a clear view of what you hope to achieve with it and a rough timeline, you can make informed decisions on using it in the future.


We’d recommend reviewing your tools annually to make sure they are fulfilling the need they were intended for. Business priorities change, as does the functionality of the platforms themselves as they incorporate new features to adapt to brands’ needs. Check the contract renewal date for your measurement tool and pop a note in your diary for a month or two beforehand so you can evaluate how it’s working for you and consider potential changes.


It can be a daunting task selecting a monitoring or measurement tool to work towards your company’s future, but a clear view of your goals will stand you in good stead to make the right decisions and use your data effectively.