Busy is not the same as working
Corner Books is a made-up local shop. Its owner posts every day on a social page and sends a monthly email. She is tired and asks: "Is any of this working?"
To answer, she needs to know what she wanted first. You cannot judge a plan without its goals.
By the end of this lesson
Note
I can judge whether a multichannel solution meets an organisation's goals, using evidence.
Key words
| Word | What it means |
|---|---|
| Goal | what an organisation wants to achieve |
| Brand awareness | how many people know the organisation exists |
| Customer loyalty | people coming back again and again |
| Traffic | the number of visits to a site or page |
| Evidence | facts that show whether a goal was met |
| Limitation | something a system cannot do |
The cells students fill in are left blank in this preview.
Starter: what you already know
Have a go
Starter: what you already know
4 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Start with the goal, then pick the evidence
Organisations have goals such as brand awareness, customer loyalty, more traffic, new customers, recruiting staff, answering questions, sharing their views and gathering data.
Each goal needs its own evidence. A goal about awareness needs a count of people reached. A goal about loyalty needs a count of people who return.
Goals and the evidence to look for
| Goal | Evidence that helps | Evidence that misleads |
|---|---|---|
| Brand awareness | People reached, new followers | Total posts made |
| Customer loyalty | People who come back or reply | One big day of visits |
| New customers | First-time orders or sign-ups | Likes from existing customers |
| Traffic | Visits to the site each week | Number of channels used |
| Customer service | How fast questions are answered | How many questions were asked |
| Recruitment | Applications from the channel | Views of the jobs page alone |
The cells students fill in are left blank in this preview.
Check
Have a go
Check
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.