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How Do Your Social Media Objectives Stack Up?

Dec/Tue | Category: theJustification | 

In working with clients big and small, one question is almost always the same: 

What can social media do for my business?

Our usual response is to ask them “What do you WANT social media to do for your business?” in return.  This can be a hard question to answer for newcomers to the space because they are still learning what the potential of a solid social media strategy is, so answers vary.  A popular answer is always “make money” or “sell product” but there are many other objectives you can strive to achieve through social media.  Today we discovered through one of our favorite social media minds, Jason Falls at Social Media Explorer some data recently released by Business.com on the Top Social Media Success Metrics:

 

This survey included more than 1,400 businesses, 69% of whom engage in social media marketing, and provides a great piece of data to benchmark your own program against.  Where do your priorities stack up?  Are you missing anything or do you need to rethink your focus?

A list like this also provides great insight on what can be gained through a strong social media strategy.  Interestingly, the all important “revenue” is ranked about halfway down and we see the generation of web traffic, engagement with prospects and customers and brand awareness as the highest priority overall. Which tells us that there are quite a few companies out there that really “get” social media.  They are understanding the value of creating and cultivating community – bringing people to a destination and then engaging with them. 

The only topics we thought were missing were internal uses for social media – engagement, brand ambassador building, communications, etc.  This could be due to the size of the companies that responded or the way questions were asked, but it’s something we challenge our clients not to forget.  While we know the customer is #1, happy, informed, excited employees are equally important.  Just today Drew McLelland shared a great MarketingProfs post on this:  Marketing Starts at HomeAmber Naslund of Altitude Branding also has a great series on Internal Social Media with excellent ideas of how to focus these efforts and leverage your team for results.

So now we ask you:  What are your social media success metrics?  Is there anything else missing from this list?  Share your thoughts in the comments.

Category: theJustification

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