There are as many social media marketing objectives as there are many social media platforms. Each business has a right to define what it wishes to achieve when adopting a social media marketing. Two businesses may be in the same field and using same social media platform but still have different goals. As an aside, this is one reason why looking at how the competition is using a social media platform may somehow be misleading since your competitor may have objectives that may be different from yours.
There are different types of objectives you can achieve in social media marketing which I want us to take closer look at. This analysis is in no way exhaustive but the plan is that it will serve to help any online entrepreneur that wants to plan his or her entry into social media by giving them an idea on how to develop objectives that they can build a strategy of execution on.
I will be assuming that you have already started using social media platforms for social media marketing but want to do a serious reappraisal of how you have been using it. We will not just be looking at ‘the how to’, but also at what some of this objectives are, with the hope that it will help you to be able to look at your businesses and state the kind of objectives you will like to adopt for your social media marketing plan.
Generating Leads As An Objective
This is a familiar territory. It is one of the most common objectives of using social media platforms. Generating leads is different from customer engagement (another objective we will look into later). In this case, you are looking for new clients and not engaging “old” clients. When this is an objective, your strategy will naturally be developed around making this happen. You will also be looking at the most suitable social media platforms to use and how you can integrate them properly in your business plan.
Customer Engagement As An Objective
This is another important objective companies have when they use social media marketing. Customer engagement is a way of keeping your customers within your circle. It can generate leads and this is one thing about objectives, they may overlap in the sense that pursuing one can bring the other to the table. This is why companies that draw up social media marketing strategies usually have more than one objectives. They could go on to have a primary objective and a couple of secondary objectives. Having a number of objectives can be fruitful if a good social media strategy is adopted that will work on executing them all at the same time.
Customer engagement is one of the most common objectives in social media marketing. Devising means of engaging clients can be fun. If I have a say in the matter, I will advise big organizations to outsource their social media marketing to specialized companies that can look at what they are offering and develop creative ways of using social media marketing to keep their customers engaged.
As you may well know, companies “outsource” their advertising, giving it to creative minds outside the organization; doing the same for online social media marketing should be in order. I must admit that I have this admittedly wrong notion that big organizations may lack intuitive ideas to keep clients engaged. May be their size makes it difficult but whether small or big, outsourcing social media management to specialist companies is probably the best way to go.
Promotion As An Objective
Your primary objective may be for promotion purposes. It may be for an event or your product line. This gives a different shade as to how the platform can be used to best maximize this objective. Promos are integral tools of marketing. As a part of your social media marketing objective, product/event promotion revolves around creating social media campaigns that will capture the attention of your followers. Twitter campaigns have been known to work wonders because of the potential of it going viral.
Social media marketing has shown that there is a marked difference between television ad campaigns and social media based campaigns. The good news is that specialized social media marketing companies have developed and fine tuned campaign strategies that have been known to be successful. It takes another type of planning to make this objective work, but success can be assured when it is handled by professionals.
We will look into other popular social media marketing objectives. The importance of each depends on the need of your organization. It is the need that will determine the time and effort that should be invested in pursuing the fulfillment of these objectives.
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