Chapter 2

Laying Foundations: Goals, Vision, and Executive Support

Success Factor #1: Define the Overall Business Goals

It seems so simple or even commonsensical: base your social strategy on your overall business goals. But businesses instead place greater value on case studies or industry best practices, without consideration of whether or not the examples accurately reflect parallel business outcomes. Time after time, we have found organizations confusing a series of social media tactics with strategy, with the focus on simply having a presence across all platforms rather than understanding how these activities lead to real positive business impact. Without building the tacit frameworks for how the social strategy connects to and aligns with ...

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