IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2014v2i3p211-216.html
   My bibliography  Save this article

Building a goal-driven social strategy that delivers business results

Author

Listed:
  • Rimmon, Tamar

Abstract

Social networks are becoming an increasingly important tool for businesses, and marketers are inundated with an overwhelming number of metrics to measure their success. Evaluating the return on investment in social media remains their top challenge, and the key to overcoming it is identifying how social programmes fit into the holistic goals of the organisation. This paper outlines a five-step framework to link social marketing with company-wide objectives, build a goal-driven social strategy and optimise ROI. Drawing examples from global media company Condé Nast, it explores how the framework applies to the company’s brands and the process they use to boost the performance of their social marketing efforts.

Suggested Citation

  • Rimmon, Tamar, 2014. "Building a goal-driven social strategy that delivers business results," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(3), pages 211-216, November.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:211-216
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/739/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/739/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    social media optimisation; social ROI; social measurement; social business strategy; publishing; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:211-216. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.