“Can we increase our blog readership by 50% in the next 6 months?”
If you’re a digital marketing or social media professional, questions like this are probably pretty familiar.
For many companies, specific goals are a godsend since social media marketing is still a bit of an uncertainty. It gives those who are responsible for implementation something more tangible to focus their efforts on. I’ve seen it happen many times where an objective like this is communicated by a marketing director or VP and the marketing team jumped all over themselves and each other to provide compelling answers.
But I have to just shake my head when that happens.
It’s so easy to jump in to creative ideas and formulating what’s possible with tactics and tools, all focused on hitting that mark, whether it’s 5,000 more Twitter followers, 10,000 more Facebook fans or 50% more organic referred search traffic to the company blog.
But there’s one thing that’s missing. It’s really the most important thing.
It’s more important than a clever social media ad campaign that boosts visits or a contest that attracts blog subscribers.
The thing that really needs to be nailed down when it comes to blogging or any other social media effort, is the answer to this most important question:
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