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Mar 02, 2010
Article

New Chart: What Social Media Marketing Objectives are Organizations Targeting and Measuring?

SUMMARY: Organizations have various objectives in utilizing social media, from increasing website traffic to reducing customer support costs. What social media marketing objectives are you targeting and measuring? See how your answers compare to our survey results.
By Sergio Balegno, Research Director

The Targeting and Measurement of Social Media Marketing Objectives

View Chart Online
Click here to see a larger, printable version of this chart

The "O" in MarketingSherpa’s Social Marketing ROAD Map stands for Objectives, or defining objectives aligned with target audiences and social metrics. This is the second important step in mapping an effective social marketing strategy.

The company or brand Web site has become the hub of marketing strategy for many organizations. As a result, nearly three-quarters of marketers target "increasing Web site traffic" as a social marketing objective and measure their progress in achieving it.

The missed opportunity here is related to targeting cost reductions as an objective. Social media tools can enable prospects and customers to more conveniently "serve themselves," substantially decreasing the cost of customer acquisition and support.

For additional research data and insights about social marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Social Media Marketing Benchmark Report.

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