Stuart Jackson, CEO of ICE Creates, said his team starts with a light set of measures, then look to short term indicators that let them know they are on the right track. ICE Creates has developed “7 E’s” of evaluation:

  • Establish,
  • Explore,
  • Envisage,
  • Experiment,
  • Embed,
  • Evaluate,
  • Educate.

He says, “It’s iterative, like any change program.”  Stuart suggests that social marketers “avoid key performance indicators,” cautioning, “you are in danger of creating the wrong behaviors if you set the wrong indicators.”

Have you tried the STELa Model? If so, let us know what you think.