New from me on VoceNation:
One of the most frequent topics of the presentations at Spredfast Summit 2015 was that social programs of any size and shape need to be tied to business goals. Social programs can’t – and shouldn’t – live in a bubble and be judged independently of other marketing efforts. If straight PR and advertising need to prove their worth to the bottom line then so does social content marketing, whatever department it lives under.
That’s not to say that the metrics being measured are always the same. You shouldn’t judge the potential reach of a Facebook post in the same manner you measure impressions of an earned media story, for instance. There are metrics that are unique to online content marketing and practitioners of this field should jealously defend those metrics’ existence. Those goals should be agreed upon beforehand, inform the strategy for the program, be built into a content framework and then be executed on through an editorial calendar and other tools. Just like PR and advertising.
Source: Tying Content Marketing to Business Goals « Voce Communications
