1. Aligning Social Media Strategies to Business Goals

For social media to deliver on core business objectives, you first need to decide which business goals you are trying to accomplish. When you do that, you’ll have a list of core metrics you can use to evaluate success. A lot of companies started social media by setting up accounts on Twitter and Facebook and waiting to see what happened. They started listening to the conversation about their brand, their competitors, and their industry on social media networks. They set up a fan page to see who would like it and engage in conversation. They tried different types of content to see what would interest the audience. They relied on the theory of, “If we build it, they will come.”

Did others come? ...

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