Blog post written by Anders Mikkelsen, Analyst at Mindjumpers
As brands invest increasing budgets on social media and Facebook in particular, the demand for a solid correlation between overall business goals and a Facebook strategy with KPIs corresponding to business goals increases as well.
In this blog post I will share some practical thoughts from the skilled brand strategist Oliver Blanchard on how to align higher business objectives with social media goals and relevant KPIs. I will then show two examples of how brands and NGOs can use Blanchard’s thoughts and framework to structure their Facebook setup.
How to choose your brands Facebook KPIs – A practical approach
Oliver Blanchard’s book Social Media ROI from 2011 is one of the best contributions to the social media field yet seen. In this book, Blanchard shows how to align your brands’ overall business goals with your social media goals. He suggests that brands should always begin their social media performance by asking themselves what their overall business objectives are, and what their business targets are in numbers. Then he suggests that brands should dig deeper and decide their strategy and tactic on social media with a focus on these business goals. Finally, they need to measure if their tactics are successful by using some efficient and relevant KPIs. Sounds difficult? Not really… Below I’ve shown Blanchard´s framework in a simple up-to-down table to sum it up:
Yada yada yada – just show me how it’s done instead of theorising
Fair enough, I will do so by using two Danish cases that I am very familiar with. The first one is a middle sized music venue and the other one is a small sized NGO:
Example 1 – A medium sized music venue in Denmark
Example 2 – A small sized Danish NGO
As demonstrated with these tables, there should be a logical correlation between objectives, targets, strategy, tactic and KPIs. If not, then you and your brand have some considerations and restructuring to do.