What's Yourgoal for Social Media?

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Social media marketing is not a one-size-fits-all discipline. Like other marketing disciplines, it begins with establishing goals. Unfortunately, too often brands jump on the social media bandwagon with little understanding of how social channels work and with little regard for defining success. The first priority should be outlining what your business wants to achieve by leveraging social channels.

Social marketing goals can be broken into three different segments: Return on Knowledge (ROK), Return on Engagement (ROE) and Return on Investment (ROI).

Return on Knowledge (ROK): Listening to what people say about a brand across social channels is the most important …