Measure social work before changing the next plan

1. Define the intended outcome

Record whether the content is intended to inform, attract relevant attention, encourage a click, or contribute to a qualified inquiry. Decide the success signal before publishing.

2. Establish an account baseline

Compare like formats, audiences, and observation windows where data allows. Note incomplete analytics, small samples, seasonality, and campaign changes that complicate comparisons.

3. Separate social signals from business events

Impressions and engagements describe social response. Leads, purchases, revenue, and refunds require a connected event source or recorded attribution events; a social account connection alone is insufficient.

4. Test one useful hypothesis

Document what changed and what you expect to observe. Keep contradictory evidence and avoid changing many variables at once when trying to understand a result.

5. Promote supported learnings

Compare results with the account’s own baseline and collect enough relevant observations before changing the plan. An interesting signal remains a hypothesis until the evidence supports a durable learning. Keep the evidence, baseline comparison, confidence, and time window attached to the conclusion.

Frequently asked questions

Explore related workflows

• From business context to a better-informed next cycle
• Give your marketing team shared business and account context
• Questions about Sentinel