Objectives

Social Media Marketing, like any other marketing initiative, should have well defined Objectives that allow you to measure your success and ensure that you are meeting your strategic goals.

There are a number of reasons to set your Objectives:

• Objectives provide a measuring stick for progress
• Objectives ensure that all team members understand what success “looks like”
• Objectives ensure that you focus on what’s most important 

In the Social Media Marketing Framework, your objectives can typically be divided into three main buckets:

• Revenue & Cost based Objectives – ones that impact your financial performance.
• Brand Recognition & Awareness based Objectives – ones that impacts the reach of your brand.
• Brand Perception & Loyalty based Objectives – ones that impact how prospects, customers and partners feel about your brand.

Examples

Revenue & Cost based Objectives

• Increase product line revenues
• Increase volume of leads
• Acquire new customers
• Generate new sales from existing customers
• Reduce marketing spend (e.g. shift from print advertising)
• Improve SEO : SEM ratios

Brand Recognition & Awareness based Objectives

• Build brand awareness
• Increase website traffic via organic search
• Increase website traffic via referrals
• Build product awareness

Brand Perception & Loyalty based Objectives

• Increase brand  reputation
• Increase product reputation
• Increase customer retention
• Increase time on site
• Increase positive reviews (or reduce negative reviews)
• Increase  Net Promoter scores 

Social Media Marketing, like any other marketing initiative, should have well defined Objectives that allow you to measure your success and ensure that you are meeting your strategic goals.