DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 175 • Office tours • Parodies • Testimonials • Video blogs • Visual portfolios Measurement As discussed throughout this chapter, measurement will play an ongoing role in the life cycle of your visual storytelling program. Any time you embark on a new initiative with visual content, trial and error and testing are going to play a starring role. This is not a bad thing! In fact, the ability to take calculated risks and embrace creative new ways to structure your visual storytelling efforts is going to be key to long-term success. Truth be told, we could fill another book with tips and techniques on how to measure your visual storytelling efforts. In the interest of brevity, if you continue to track, measure, analyze, and tweak your visual content on the fly based your community’s responses, you will be able to paint a picture internally of how this initiative is improving your social media efforts. Take every win and setback as a learning opportunity, and showcase how those learnings have resulted in the continued evolution of your visual storytelling strategy. Even for the most celebrated companies, success and staying relevant are ongoing processes. It’s easy to get com- fortable and stuck in a specific approach, so think of measurement as a check and balance for keeping yourself honest. Use the tools and recommendations provided earlier in this chapter as a start, but consider personalizing them to what your senior leadership is asking about. To dig deeper on social media measurement, we recom- mend the following books written by experts in the field of social media analytics: