Asking the Right Questions: Setting Goals for Your Campaign

Before you actually embark on your social media marketing campaign, you must clearly define your goals by asking yourself what you are trying to achieve. Some social media marketing campaigns arise from the need to push negative results out of the search engine results pages (see the Comcast example in Chapter 1). In this case, you are aiming for two different goals: reputation management and new links that will emphasize other relevant pages in the search engine results.

Let’s discuss the various goals of a potential social media campaign and review scenarios where these goals can be applied.

There are several possible widely known social media marketing objectives that a campaign can allow you to achieve. Later in this chapter, we will get more granular in our goal-setting methods.