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What are your goals?

October 18th, 2009

whuffWhen I wrote about the Basic Pillars of a Digital Strategy, the question I received most often was ‘What goals can I start with?’ It’s difficult to answer as the goals are usually internal to the needs of your company and your brand. I outlined in my post about measuring your ROI about how you can turn qualitative goals into quantifiable measurements. But there are some qualitative goals you may want to keep in mind that you may not want or need to measure. They are goals that should be part of your strategy, but only if you truly believe in Social Media as a way to keep in touch with your customers:

  1. Listening
    Before doing anything, listen to what’s going on. Use any sort of paid or free monitoring tools to find out what is being said about your company and your brand. These are your customers, your potential customers, your peers and competitors, your evangelists and detractors. Use their unsolicited feedback to help shape your strategy and improve your business.
  2. Caring
    Listening won’t do much if you don’t care about the response… and show that your care about the response. Before telling your own stories and pushing your products, respond back to those who took the time to comment about you. Give thanks for positive feedback and help turn your detractors into evangelists.
  3. Sharing
    Those who care about your company, your brand and your products love to get the inside scoop on what’s going on. Share stories of real people inside your organization, real trials and tribulations you’re facing, real success stories.
  4. Speaking
    Get involved in the conversations taking place all around the internet. Get engaged with your audience and talk where they are listening. The response received when a person from a company responds to a user on an open forum is usually positive, if it’s done with a human voice, with genuine caring and without spin.
  5. Building relationships
    Building strong relationships with influencers online is one of the most effective ways to keep building positive social currency, or ‘Whuffie‘ as it was coined by Cory Doctorow and used by Tara Hunt.

These goals are hard to measure, but they should be part of any Digital Strategy as they are the currency that enable your company to truly engage with your audience.

Categories: social-media, Strategy
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