When someone asks me what the ROI of social media is, I always tell them it depends on their goals. Identifying the outcome you want from the investment you’re willing to make is essential to determining whether or not the investment is worthwhile.
Every business goal requires a unique brand building strategy. Goals first, strategy second.
As authors, publishers, small to mid-sized companies, and entrepreneurs either jump aboard or ramp up their social media branding efforts, it is prudent to think old school while in the social media marketing planning phase.
If a business were planning to spend $10,000 in print advertising, they would go through the exercise of goal setting as they prepared a creative brief for the advertising agency. Borrowing from that model to plan a social media campaign makes sense in that some aspects of social media engagement are really a new form of advertising, albeit a very sophisticated new form with multiple levels of psychology and strategy.
When writing a creative brief for an advertising campaign, some common marketing goals might include: