In Chapter 7 of “Measure What Matters”, author Katie D. Paine claims that social media marketers usually have one of four general goals in mind. These goals are as follows: sell products, launch new products, drive affinity between customers and the brand and, reach new markets and customers.
I found this information to be very interesting. Paine sorts all possible goals for a social media marketer into four general categories. She then gives helpful advice on what questions marketers may want to ask themselves based on their general goal. This can be useful, especially because coming up with specific objectives can be overwhelming sometimes. Crafting goals and objectives is one of the most important parts about getting measurement started on social media because without this step, you may not know what exactly you are looking for or what you want to take away from the measurements you’re about to make. For this reason, it is important to keep goals in the center of attention when measuring.
Paine has excellent examples of what to and to not do when social media measuring. These general goal categories she gives readers barely scrapes the surface of the advice she offers. I read several articles about her work when searching for pins about social media measurement on Pinterest, and I have noticed people calling her a “social media guru”. I plan on taking the advice she gives into my future career, and I know that it will one day serve me well.