What's Yourgoal for Social Media?

Daily Herald (Arlington Heights, IL), May 9, 2011 | Go to article overview

What's Yourgoal for Social Media?


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 activity a company can do and should be included in gauging social success. What would your brand like to know about customers that you don't already know? Knowledge about your brand's digital consumer is fundamental. Understanding what people say, where they say it and when they're talking, will serve as an instrument to teach the brand more about its customer and possibly its critics. Understanding how people talk about a brand can help the business communicate with its customers not at them.

Return on Engagement (ROE): Social media is more than a mechanism for broadcasting information about the brand. Social media is about people. Marketing is a byproduct of digital engagement. ROE is a way to assess how people are interacting with or about your brand across all social channels. When a brand posts content online, are people paying attention and are they responding? Gaining an individual's attention is often the hardest element of marketing.

Each interaction a consumer makes with a brand online has a far more powerful connection than they might experience through advertising because it is a personal exchange. …

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