Questions to Ask Before You Begin Monitoring

The problem many people have with their social media programs is that they think about tactics before thinking about strategy. Typically, this means that they dive into setting up a Twitter account or a Facebook page without really giving any thought as to why they’re doing that or what their objectives are.

You probably already have most of your social media channels set up, but it never hurts to ask yourself why you set them up in the first place. Were they for branding purposes only? Or were they intended to drive people to sign up for your e-newsletter? You might even have set them up to drive people to an e-commerce page on your site.

Now is a good time to take a step back and ask yourself: “What is our objective? What’s the end result we want from our campaign?” Be sure you get very specific. For example, don’t just say, “We want more customers,” or “we want more revenue.” Instead, say, “We want to generate 10,000 leads from new prospects over the next 12 months and convert 1% of those leads to customers during the same period.”