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SOCIAL MEDIA: Identifying your business goals

Social media columnist
Social media columnist

Before you get into marketing your business or organisation, whether off line, on your website or through social media, you need to identify your business goals.

Although we often assume that a business’s goal is to increase revenue, that’s not the end of the story. There are many other types of goals companies and organisations strive to achieve.


Some businesses are driven by the desire to offer excellent products that make life easier for all of us.

Your business goal may be to create the most innovative products on the market. This is a fantastic goal because products or services are at the heart of any business’s success.


Your business’s goal may be to serve your customers and help them solve their problems. It may also be to lend help to the community or to strengthen the community of your customers. This is also an excellent choice because good customer service leads to more sales.


Your goal may be to not only gain new customers and increase revenue, but to keep the customers you have. Businesses do this by creating a community for their customers and by remaining open to their feedback in order to improve their products or services.


Maybe your business’s goal is to grow and expand, eventually moving into new markets and new enterprises. If this is the case, conducting market research to find new areas would be a major part of your overall strategy.


A major goal for your company may be to tighten up your processes. This might include challenging your salespeople to reach an ever higher sales ratio or streamlining your shipping in order to reach your customers more quickly.


Some companies have as part of their vision to enable social change. Your goal might be to make the world a better place through the use of your products and services. This is a goal for many companies that produce environmentally-friendly products or work to streamline their operations so that they’re more ecological.

Increasing revenue and profit isn’t the only goal of most businesses. Look at your business currently and ask yourself what other goals you have. This will help you as you plan your marketing.



Facebook Rebalances Content on the News Feed: The goal of Facebook’s updates to the News Feed is to ‘give you the right mix of updates from friends and public figures, publishers, businesses and community organisations you are connected to’. Hopefully this means you’ll see more of your friends’ content.

They also Added Domain Insights, so that it is easier to understand the value Facebook is driving to your website, even if you have not implemented Facebook platform features, such as social plugins.

Facebook also announced it will retire Like Box Plugin: “With the release of Graph API v2.3, the Like Box plugin is deprecated and will stop working on June 23rd 2015.” It is being replaced with Page Plugin.


Lots of activity on Twitter recently. Updates Direct Message to make it easier to communicate one to one or with a group. Changes include:

A setting that allows you to receive Direct Messages from anyone, even if you don’t follow them. To change your settings follow these instructions.

Updated messaging rules so you can reply to anyone who sends you a Direct Message, regardless of whether or not that person follows you.

A new Direct Message button on profile pages on Android and iPhone. You’ll see it on the profiles of people you can send Direct Messages to.

They also introduced Highlights, a simple summary of the best Tweets for you, sent to your Android device.


LinkedIn launched Elevate, a new product that helps companies and employees curate high-quality content, share easily to social networks and measure the impact.


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