Nate Riggs: Social Business Strategies; communication, social web strategies, & passion in Columbus, Ohio.

Good Strategy Focuses on Business Objectives & Baselines for Measurement

There are plenty of ways to measure success outside of ROI.  I hope that yesterday’s post helped to shift your paradigm on the investment part of ROI and the humans behind your social web tools. Measurement is absolutely critical in any project.  Without measurement, do we ever really know if our work has been a success?  We don’t.  We can’t.  Enough said. Long-Term Goals vs. Short-Term Objectives At Social Business Strategies, our clients invest money in our ability to help them build business communication strategies that leverage social web tools.  They hire us to help them build Human Business Teams, from the people inside their organization, who end up manning the social web tools and producing social media.  To show them how the needle moves, we have to break things down into long-term business goals and short-term business objectives. In most most cases, the long-term goals are typically tied to external functions like awareness, annual revenue and profit.  In order to reach those long-term goals, shorter-term actions need to be taken to reach immediate objectives.  By setting clear baselines up front, we gain understanding as to how and where the needle must move, and the efforts it’s going to take to create the movement. To highlight this, let’s use as an example our client Incept Corp.  We’ve not officially started implementation of the strategy as of this week, but here are how the goals and objectives break down: Long-Term Goal: Develop an offering for their blood center clients that helps them with blood donor recruitment, creating an additional revenue stream.  (There are financial numbers attached to that goal, but that’s between them and us.) Short-Term Objective: Call centers typically have a fair amount of turnover.  With that in mind, our objective is to focus their Facebook Fan Page on showcasing their [...]