Why Digital Health Communication Campaigns Measure the Wrong Things

I don’t think it would be a stretch to say that social media marketers get a little defensive when asked to quantify the ROI on their campaigns.  Often because those at the helm feel social media is asked to defend its use, where traditional media is not, but more frequently the defensiveness comes from an inability to measure.

Those in the non-profit realm are faced with another layer of complexity on top of the ROI question: public health and social marketing campaigns are typically difficult to measure and assign a “dollars saved” amount to, especially for short campaigns.  Despite this, health communication and social marketing campaigns have a greater responsibility to measure our campaigns and we need to do so honestly, accurately and transparently.

I’ve recently been able to review a handful of health digital media campaigns and it shouldn’t be shocking that they were either measured using the wrong metrics or have been declared successes using the right measures, when they were anything but. Continue reading