Objectives of Social Media

Social Media Objectives

The goals and objectives of social media for business have been adhocly targeted by traditional marketers and public relations departments, who “aim and shoot” for results in the same way that have throughout the 1980’s and 1990’s (one-way megaphones), but it seems business is just now starting to see what is possible and why it should be done using the power of social media.

When the understanding of social media objectives are unclear, it is difficult to take good aim, even for good goals. To have great goals we must have [and understand] clear objectives. As in most cases, this involves turning a tactic into a strategy.

Social Media Objectives, examples:

1) Engagement, of new customers: Find and convert people who may not know about your organization’s brand, but who are talking about the problems that your company can solve.

  • Possible Goal: Get ten (10) new visitors, to visit more than one page in your Website; and get 50% of them to preform a desired/defined action.
  • Notes: This can be done by finding people [using non-branded keywords for your industry] who have the problems that your company has a solution for. Then, extend real, good, free advice to help them — with a [campaign-tagged] link back to your Website!

2) Engagement, of current customers: Find and reinforce the desired behavior, from current consumers who are talking about your brand [for better or for worse] and reply back to them accordingly.

  • Possible Goal: Respond to every mention […or a percentage of mentions] of your organization’s brand within twenty-four hours or less.
  • Notes: If the consumer is happy, then thank them for their patronage and support! If they are unhappy, then offer sincerity and extend real help to acknowledge and mitigate any legitimate issues that they may have had. (This can become very tricky with some consumers, so be sure to work closely with your sales and customer service departments, so you are armed with information, and so you can also help to prevent the same issues from reoccurring again.)

3) Competitive intelligence, from competitors customers: Find your competitions’ brands on social media, then sit back quietly listen-in on the conversations!

  • Possible Goal: Discover and detail the top three [most significant or most occurring] positive AND negative situations, which have been experience through the consumers mentioning the competitors’ brands’.
  • Notes: Present this information to sales, customer service, and executive leadership — to show what your organization can do differently, or what it should keep doing the same. Also note, although you may want to engage some consumers, in some cases, keep in mind that you have an advantage by remaining unnoticed by the competition. While there is strength in speaking-up and engaging in social media, there is also strength in keeping the “mouth/fingers” shut and the “ears/eyes” open when you’re not a part of the original conversation.

The objectives that any company has can look very similar from organization to organization, no matter the size or industry or the company, but the goals that each company has for the same objective will vary from organization to organization.

The point is, to know what you are trying to accomplish, and why you are trying to accomplish this, through company and departmental objectives.  Then, you can properly define what the social media strategy is, the objectives, and obtainable goals — for the highest yielding use of social media for your organization.

What do you think? What are your objectives and goals of social media?

Wonder Questions

Sometimes I wonder how the day grows.

Sometimes I wonder where the night goes.

Sometimes I wonder what tomorrow will mass.

Sometimes I wonder when yesterday will pass.

Sometimes I wonder who wonders all this.

Sometimes I wonder why I’m blessed with such bliss.

Assigning a Value to Email – What is Every Email Worth?

Assign Value to the Emails Your Site Obtains.

What is every email worth to you (your website & your business), which you are [or should be] collecting from the visitors to your Website? All of those visitors to your site are worth something, both intangibly & financially, but how can you define and measure that value, which is just passing by your eyes in the form of Web-Visits and Goals in your Omniture, WebTrends, or Google Analytics?

Hypothetically, let’s say that you average $100 for every “sale” that you are able to make (through whatever your “thing” is); and for every 100 emails that you collect from the visitors on your Website, you are able to convert about one of them into a “sale”. At that rate, with a single-sale worth $100, and converting one out of every one-hundred visitor-emails acquired, each and every email acquired from the visitors to your websites would have the average value of $1/ email obtained (for this example).

With this information, we can get even more detailed with the information we can make, and we can attribute the top performing traffic sources of REVENUE from your Website, which is not an organization of traffic sources by hits, visits, or visitors, but we can instead organize traffic sources by the amount of revenue in an equal percentage form, for an equal comparison of revenue, across your different traffic sources and types of content. From this point, I think you should be asking yourself two questions: 1) What am I selling to the people whose emails I am collecting, and 2) why am I not strategically collecting more emails from my website?


What do you think? Do you agree? Help me understand what you think.
Leave any comments, or any questions, in the comments!

Two Steps Forward; One Step Back

Measure, Recognize & Understand.

We plan, we prepare, we use the available primary and secondary data, with our general knowledge, experience and expertise, to make our plans. We plan, we meet, we review; and we be sure to verify that preliminary data is being collected, which will continue ’till after our campaign, to measure our efforts and ROI by KPI. Sometimes sooner, sometimes later, and always eventually — Decisions have to be made (sometimes some decisions are made before we do any planning).

Through all of this, we find some campaigns have tons of success, while other campaigns don’t always work-out as we may have expected, but we always learn something new about the market, our consumers, and the organization. Success and information are each moving two-steps forward, but we also always need to take one-step back to take the measurements, recognize the patterns, and understood the implications. It is important to remember that not taking one-step back to “measure, recognize and understand” the effects of our work, is moving one-step back.

Digital Marketing Strategy -Many Moving Pieces

Digital Marketing Strategy

In digital marketing, web-marketing, and online-marketing — Search engine optimization (SEO) and search engine marketing (SEM) is a world of a 1,000 pieces. A professional can be asked to know one of these pieces, Google AdWords for example, which can encompass 1,000 pieces itself, but when we are outlining a digital marketing strategy, we need a plan that encompasses more than just one tool.

A good digital marketing strategy is based on available primary and secondary research that is available, along with the specific target audience that you will be speaking to. More importantly, you need to understand 1) the objectives of your organization and 2) the objectives of your organization’s leadership — with  this information we can define the goals, which any great marketing professional is measured by.

Still, to my point, the digital marketing professional needs to know the many moving pieces, such as Branding, Interactive and Traditional Marketing, Remarketing, Retargeting, HTML, Advanced Analytics, SEO, Link-Building, Video and Display Advertising, Map, SMS, and Mobile Advertising across multiple channels with campaign, long-tail, & keyword theory.

My recommendation is that you continue to expand the depth and breath of your knowledge base; by attending seminars, keeping yourself updated on product and industry changes, and reading digital marketing websites, such as SEOMOZ, SEOBook, and Mashable, to add to your arsenal, for the tactics you have available, for yourself and for your organization.

Writing to end a Literal Slumber

Ending a Writing Slumber

I have always loved to read and write. I came into an age of playground fun, city streets, and Macintosh computers. The Dewey Decimal System and the Encyclopedia Britannica was how I found my books and information before Google and Wikipedia. My professional focus has consistently been placed on acquiring and applying information, based on available data and the ever-rapidly-changing situations in Internet, business, and technology. I always knew a portion of my time should have been placed in outputting my own learned knowledge and experience, since I love helping people and contributing to common interests. So many years later, I sit with my wife and our five beautiful children, and we take part in our writing time — to be awake and alive with the “written” word and our experience.