By Sergio Balegno, Research DirectorThe Targeting and Measurement of Social Media Marketing ObjectivesClick 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.