Match Assets with Objectives

Standard

One of the most common questions I’m asked is, “So, how are we doing?”. They’re asking about their social media efforts. I always reply with the same response, “I don’t know, what are you trying to do?”

Then they blink at me.

It used to be enough just to be active in social media, To have a Facebook page and Twitter following and watch those numbers grow. Then innovative organizations started dabbling in Instagram, or Pinterest, or Google Plus. I remember when G+ came out and I saw a number of sports teams launch a presence there – mostly just because they could.

There’s only really two platforms that don’t require an explanation for use in Facebook and Twitter. They are pervasive and have a reach beyond the platforms themselves (both are frequently discussed in other forms of media). No one’s gonna call you out for using them. But that’s where my point is stemming from…

Why are you using any social platform? What kind of content are you posting and to what end? Do you have an app – why? Do you sponsor an app – why?

Objectives first, assets second. Objectives should be tied to an over-arching marketing plan. There’s often a rush for Business Development teams to sell, for sponsors to be in the mix, for PR companies to commit the client’s budget – but to what end?

When you start with identifying objectives the rest of the path can become clear, as long as you know what each platform can do for you – but that’s a deeper dive…

About these ads

2 thoughts on “Match Assets with Objectives

  1. Wow, superb blog layout! How long have you ever been running a blog for?
    you make running a blog look easy. The total look of your website is
    wonderful, let alone the content material!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s