There are many tools to track and measure your social media channels. The social media KPIs are there for everyone to explore and shortlist some of they top ones for your channel. Also benchmark is needed to know where are you from your compititors and understand your value positioning.

In defining objectives for a social impact campaign, it is essential to identify the social impact you are looking to create through the campaign. Some questions to ask include: - How is this campaign creating social impact? Are we driving awareness for a cause? Are we nudging social behavioral change? It is important to quantify these objectives. - Considering the social objectives defined, how are we enabling the viewer to act? Is there a call to action which clearly enables the next steps? Does this call to action directly help us create the intended impact? - Given the objectives, is the campaign designed to reach the right audience? Will the campaign create a direct, or indirect impact?

That classic formula for outbound marketing efforts (aka promotions) is found in the acronym, AIDA. Attention. Interest. Desire. Action. A general presumption to achieve a meaningful fulfillment of that is often the use of "creative" methods/materials. However, in my experience and research, this is as unwarranted, or even seriously mistaken, as it's anything else. "Award winning" creative is found in some of the most dismally failed campaigns, in terms of ROI, too. Thus, beware marketing "decoration" versus genuine marketing *design*. At best, your methods will not get noticed, your results will.

Looking at the competition is key. Formats, frequency, types of content, response protocols. Although it is not an exact science, it is also very important to test new ways of creating content in order to generate conversation and increase engagement.

From a marketing perspective, you should have a clear goal beforehand. Are you working on branding? Lead capture? Demand generation? B2B/B2C? It would be best if you assigned the right KPIs in each case. You should always consider the long-term vision to see outcomes evolve. Do not forget "dark social" when you try to set attribution models. Nowadays, it is a challenging task. Direct feedback for users, consumers, or customers can help clarify it. Some metrics to look at are: Word-of-mouth ratio. Community adoption, running without supervision Reducing CAC Conversion rates. MQL and SQL quality Webinars attendance NPS Increase survey responses UGC generated Social media interactions SEO ranking improving Talent acquisition impact

An excellent way to explore opportunities is to identify gaps where partnerships can play a role. Partnerships can help create vast opportunities in areas where your organization does not have a reach, or capacity. For example, can a not-for-profit support your campaign with on-ground activations? Can a media platform support you with additional visibility?

Turn you threats into opportunities. There are many different ways to view a threat. Sometimes they truly are a threat and need to be avoided, but often times you can find a way to spin the "Threat" and turn it into an opportunity. Example... New companies coming into the market, can be used to show that you were the original with all of the experience and that you have continued to grow to keep up with the current trends in the market. The saying goes, when one door closes another opens. This is your opportunity to find the other door.

The threat of social media to any brand or business is that it can vanish. Because if you are using social media very actively for your brand, your audience or followers are getting their brand information from social media, not from your website or store. All your followers can fade in seconds. Your goal on social media is to generate leads, not user engagements or views (depending on you). Use social media with strategies that help you connect with new audiences, but update them from your platforms, let them search or take action on your product or services.

Why do you need a social media profile for your business or brand? First, find out if your brand or business is adding any value to the platform. Your reason for being on that platform is to solve 90% of the problems regarding account engagement and reach. Now, if you are a product brand or a service business, it is neither your strength nor your weakness. Your opportunity is to present your product or service in a balanced format to convert views into leads. Your focus is set only on your presenting method to the audience on that platform.

Starte deine Journey mit 4 simplen Fragen: 1. Was ist mein Ziel? 2. Wen möchte ich mit diesem Ziel erreichen? 3. Welche Plattformen möchte ich bespiele? 4. Was sind die Problempunkte meiner Zielgruppe?