It’s easy to get caught up counting followers, likes, re-Tweets and other short-term indicators of a budding social media presence. While those “metrics” provide immediate gratification, they have less tangible impact in driving business value (awareness, funnel advancement, pipeline) and personal brand equity.
Before you commit time and resources, I recommend a disciplined – even skeptical – approach to building a social media strategy, with frequent checkpoints to assure ROI. What follows – in Part 1 of two blogs – is a four-step social media success plan I’ve executed over the past two years that has driven significant growth in:
- Visibility and engagement with prospects for Integrate
- Business impact in the form of new or expanded customer relationships, and
- Personal brand advancement.