Measuring the performance of social media channels tends to boil down to highlighting metrics that read impressive but have limited intrinsic value, e.g. number of fans and followers. Or inflating the overall picture by preferring post impressions over post reach, as long as the data shows a flattering upward trend. Unfortunately, the things that flatter are not necessarily the things that matter. Topics that will be explored in this session: How NATO managed to adapt and grow on social media. Change in tactics and content, based on analysis that resulted in up to 400% organic reach on certain Facebook post. NATO’s Social Media Assessment Framework Why Social Media-listening is important.