Building a goal-driven social strategy that delivers business results

Tamar Rimmon

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 3, 211-216

Abstract: Social networks are becoming an increasingly important tool for businesses, and marketers are inundated with an overwhelming number of metrics to measure their success. Evaluating the return on investment in social media remains their top challenge, and the key to overcoming it is identifying how social programmes fit into the holistic goals of the organisation. This paper outlines a five-step framework to link social marketing with company-wide objectives, build a goal-driven social strategy and optimise ROI. Drawing examples from global media company Condé Nast, it explores how the framework applies to the company’s brands and the process they use to boost the performance of their social marketing efforts.

Keywords: social media optimisation; social ROI; social measurement; social business strategy; publishing; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:211-216

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