You must understand the bottom-line business goals for your social media marketing and connect those goals with a vision.
Any "social" company, whether large or small, starts with a base understanding of the need to implement a proper internal infrastructure. Now, that doesn't mean you need to invest millions of dollars to build and develop social networking systems, like you've seen companies such as Dell, Zappos, Starbucks, and other large enterprises have done. It's simply about maximizing the value behind your social media efforts and ensuring you have the technologies in place to better measure and evaluate ROI for your organization.
And by using social media daily, we are building brand loyalty, increasing a customer base, and ultimately driving sales. It's the goal, right? It certainly is; but to do this properly, you need to understand the ROI you are driving with your efforts.
Without social listening or management tools, you can miss the opportunity at addressing the "five W's" of social media listening:
Choosing the proper tools to measure your social media efforts is not an exact science, nor will it be as easy as chatting with a few vendors and then assuming you have the right solution. The landscape for social listening and reporting technologies has grown tenfold in the past several years, and choosing the proper solution needs a process internally to understand the best way to go about it.
Seeding a solution into an organization seems easy and practical, but it needs to meet specific needs and business goals. Before making any large-scale technology decision, you need to first understand the bottom-line business goals for your social media marketing and connect those goals with a vision.
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Nick Cifuentes is the global social media director at Ancestry.com, the world's largest online resource for family history, with 2 million paying subscribers as of July 2012. An industry veteran, Nick has worked in digital media and marketing since 2004, functioning in strategy, copywriting, analytics, search, planning, online media, and social media. He is a frequent guest writer on various industry blogs, and publishes his own blogs as well, including one focusing on digital media, and another on his side passion, ultramarathon running.
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