In the fifth and final module, Evaluation, users are asked to consider the metrics they use to measure the success of their storytelling campaigns. Broken down into two sections, the module leads users through the process of setting Key Performance Indicators (KPIs) for their stories, shows them how to track metrics over time, and offers tools for measuring the reach and engagement rate of their stories on social media.
In Section One: Setting KPIs for Social Impact, the purpose and benefits of metrics are spelled out, as are their relation to the goals of the campaign. Users are then asked to consider what goal they hope to achieve with their story (i.e. change attitudes, attract funders, motivate people to action, etc.) From this, they are tasked with creating a KPI statement and given multiple exemplars of what such a statement should look like, depending on their goal.
With that task complete, Section Two: How to Generate an Analytics Report moves on to how users intend to track and measure these actions across their selected platforms. This is especially important seeing as how different forms of social media present different means of measuring audience engagement rates.
To address this, users are asked to list which social media tools their organization uses, and offers a series of platform guides to help them understand how they might track audience involvement and responses on each. Beyond that, they are also asked to select which metrics they hope to rely on, and set finite goals for the performance of their strategic story.
From all this, those who use the Hatch For Good suite are given recommendations based on their replies, and will be well on their way to drafting an effective and engaging strategic story.
