Quick: Can you list the goals of each and every one of your social media efforts? Do you know how each campaign performed when measured against those metrics, and how they contributed to the bottom line?
If you’re like many marketers, those questions probably bring a quizzical look to your face. So much of social media is on the fly—a response rather than a plan—that it can become a slippery planning slope for companies, especially those that are understaffed. But it doesn’t have to be that way. In fact, setting goals is a key component of establishing a process to measure social media profitability.