ANOL BHATTACHARYA, The Business Times | September 15, 2010

A poorly planned strategy without a focus on growth objectives can however quickly backfire

SOCIAL media is rapidly becoming one of the most important business tools for marketing, branding and increasing customer engagement. As its use grows, monitoring and measuring its results and return on investment (ROI) will become more and more important for marketers looking to meet their organisations’ growth objectives.

 

Identify the goals

Before you embark on a social media strategy for your organisation, it is important to clearly identify and define your goals. This point can’t be emphasised enough, especially in the fast-paced realm of social media, where a poorly planned social media strategy can quickly backfire. Many businesses use social media to increase their brand awareness, establish themselves as thought leaders within their industry, increase demand generation, or as a means to actively engage their consumers.

The goals of social media will be unique to each business depending on its current size, marketing position and future goals. Another key consideration is the target audience, as this affects the strategy and social media platforms.

Knowing where your audience likes to spend their time and their online social persona will help you identify the best platforms to target with your social media marketing initiatives.

 

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