For a deep understanding of measuring social media results, the book ' Social Media Metrics ' by Jim Sterne is recommended. In the video below a short interview with him.
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Examples of objectives and KPIs
Now you might think, nice, but make it concrete. What does this look like in practice? Below you will see examples of objectives and KPIs. The overview is not exhaustive. Every situation is different. What the overview makes clear is that KPIs can be determined from each objective, which can be measured.
Customer ServiceCustomer Service
Objective: Provide service where the customer is (online)
KPIs:
20% decrease in the number of calls to the call center
5% increase in overall customer satisfaction
15% more positive expressions about the company or brand online
Public relations
Objective: Monitor & improve online reputation
KPIs:
20% change in the sentiment with which the company or brand is discussed online
A (possible) next PR crisis is nipped in the bud
Research & Development
Objective: Bring new products to market faster that meet a consumer need
KPIs:
Launch at least 3 new products on the market within 12 months based on social signals
Reduce new product development time by 20%
Increase the percentage of successful product launches by 10%
Human Resources
Objective: to ensure sufficient inflow of qualified personnel
KPIs:
Recruit 10 new employees via social media before the end of the year
Achieve 20% of new employee recruitment through social media
Marketing & Sales
Sales
Objective: Generate leads and sales
KPIs:
30 extra leads per month via social media
Who is responsible?
The above overview also illustrates that social media do not necessarily belong to the marketing department lebanon phone number list but affect the entire organization. Which department is responsible for social media activities depends partly on the (business) objectives that are being pursued. The department that is normally responsible for a certain type of objectives is also the most obvious choice when it comes to realizing such objectives via social media. If you want to profile yourself as an employer in social media, a guiding role for HRM is obvious. If the goal is to obtain input for new products, perhaps even via co-creation, then R&D is in the lead. In practice, you usually see that marketing or PR is responsible for social media (policy). The question is whether this is always preceded by a well-considered choice or whether it is because people see 'social' as a form of online marketing.
Of course, it is free to pursue multiple goals from various departments. To prevent a tangle of initiatives, a (central) management role can be assigned to the organization .