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Building a goal-driven social strategy that delivers business results
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.
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Tamar Rimmon is Associate Director of analytics and audience development at Condé Nast. Tamar serves as a link between the editorial, marketing and product teams, leveraging analytics in order to provide them with actionable insights and help shape their digital strategy. Tamar’s career spans the industries of television, publishing and digital media. She holds an MBA from Columbia Business School and a BA in cognitive science and journalism from the Hebrew University of Jerusalem.