Typically, initiatives fall into one of four broad categories:
- Brand Awareness
- Customer Service
- Lead Generation
- Community Building
As part of your global social media strategy it is important to define your objective so all teams understand the reason for using social media marketing. Your objectives should be clear and concise and support on of the above initiatives. Here is an example of a social media marketing objective created to support a lead generation initiative.
- Increase organic leads
- Create social media conversations that empower existing fans to become brand influencers and ambassadors.
- Increase buyer loyalty, strengthen brand trust and enhance the efforts of email marketing, SEM and SEO