Building a goal-driven social strategy that delivers business results

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.