5 key objectives for Social Media Marketing

These objectives are taken from Groundswell by Li and Bernhoff, who identified them from observations of 100's of companies as the "five primary objectives that companies successfully pursue" in social media marketing.

1. Listening. Use the groundswell for research and to better understand your customers. This goal is best suited for companies that are seeking customer insights for use in marketing and development.

2. Talking. Use the groundswell to spread messages about your company. Choose this goal if you're ready to extend your current digital marketing initiatives (banner ads, search ads, email) to a more interactive channel.

3. Energizing. Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth. This works best for companies that know that they have brand enthusiasts to energize.

4. Supporting. Set up groundswell tools to help your customers support each other. This is effective for companies with significant support costs and customers who have a natural affinity for each other.

5. embracing. Integrate your customers into the way your business works, including using their help to design your products. This is the most challenging of the five goals, and it's best suited to companies that have succeeded with one of the other four goals already.

They also make the connection between these five objectives and business functions in your company, subject to a different mode of communication.

Published by: Tom

Published 26th January, 2009

Add comment