At search marketing conferences, you’ll hear a lot about driving website traffic and links through social media linkbait, a SEO tactic that is distinctly different than what goes into building customer relationships. Companies like Proctor & Gamble are paying for engagement, not eyeballs.
Companies that want to take advantage of better customer engagement, online word of mouth and influence on sales should ask themselves a few key measurement and related questions while developing a social media strategy:
1. What goals do you hope to achieve from a social media marketing effort? What does success really look like short and long term? This is according to the segments or divisions of business affected, not just the organization as a whole. Customer service success is obviously very different than marketing or public relations.
2. Are Web and social media synced? How will current Web analytics and other digital performance reporting interact with social media marketing analysis?
3. What measures of success (KPIs and Outcomes) will be used? How are you defining ROI?
4. Is there a strategic plan for coordinating and measuring social media efforts across the organization? Will these efforts work synergistically? In silos?