What is important to understand your social media goals and objectives and how they tie into your overall company goals. Remember this thing likeKeep it specific, measurable, Attainable, Realistic/Relevant, and Timely.
Let’s take some commonly used objectives:
Improve the brand presence across social channels: Here, The
goal is an increase the number of followers comes on Twitter, number of
fans on Facebook, subscribers, number of comments, number of times your
brand is mentioned in blogs and forums and so on.
Increase the positive sentiment about your brand: The
goal here is to convert the number of positive mentions while taking
note of negative mentions. Has the ratio of positive to negative
comments improved through this strategy? With the good comes the bad in
social media.
Develop the relationships for future partnership opportunities: This
goal is to keep track of those with whom you have connected. For
example, if you met a potential speaker for your webinar, include that
person into your digital Rolodex. If a person contacts you through your
blog, capture that lead and take note.
Increase the traffic on your website:
To Keep track of visitors to your website who come from each of your
social media sites. If you are promoting an event using social media,
consider using a unique code to track the campaign.
In
general terms, I view social media as a strategy, not a tactic. As per
my views, I consider that the social media platforms like blogs,
Twitter, Facebook, digg, stumbleupon, jumptage etc., as tactics that tie
into the social media strategy. In other words, outline your social media strategy and support your strategy with tactics.