Creating awareness amongst consumers who didn't know you existed.
Becoming a thought-leader in your community and industry.
Expanding your sphere-of-influence
Build positive perception within your community
Empower and retain your employees
Attract and recruit five-star job candidates
Increase retention rate; decrease customer churn
Increase repeat purchases
Increase referrals from customers
Stay top-of-mind with customers
Customer service and support
Increase total number of new leads
Increase direct sales
What are you known for? Whether you call it a "theme", "focus", "niche", or "identity", understand how you are different from your competitors!
Use social media to display how your company is unique. In time, this "theme" will resonate with your audience.
who participates on behalf of your company, Just your CEO? All of your employees?
who you interact with online, Your customers? Prospects? The press? Industry peers?
what type of content you create and share, Blogging? Photos? Video?
where you participate online, A blog? Facebook? LinkedIn? Twitter?
how you interact online, Professional? Light-hearted?
Objective: Brand Awareness, KPI: Increase in number of media mentions each month, KPI: Increase in number of unique visitors to your website each month, KPI ex.: Number of new inbound links to your website
Objective: Customer Loyalty, KPI: Increase in number of 4 and 5 star reviews each month, KPI: Increase in the number of customers signing up for your loyalty program each month
Objective: Direct Sales, KPI: Increase in the number of times a coupon or special offer has been downloaded and redeemed, KPI: An increase in the number of page views of sales-oriented pages on your website (contact forms, etc)
Ex.: The number of visitors to your website who downloaded and then redeemed a coupon.