1. Identify the business plan targets that can be achieved through social media. For example if one of your targets in the business plan is to increase customer satisfaction then add this target to your web marketing goals because your online presence is one of your customer touch points.

2. Sub-divide the targets into smaller measurable goals. For example your target to improve customer satisfaction can be sub-divided into a number of goals such as: a) provide customer care training for the web marketing assistant, b) add a chat option for immediate support to the website, c) make sure that your Facebook Page questions are answered daily d) add a customer support form to the Facebook Fan Page

3. Plan how you are going to measure the outcome of the targets in point 2 above by identifying your Key Performance Indicators. For example Your Key Performance Indicator for target c) would be the amount of time lapsed between question and reply.

4. Qualitative analysis is also important; the quality of the responses may be noted for target c) For example evaluate correctness of grammar and spelling, was the tone friendly enough, was there any use of humor and were manners impeccable?

want to take it a step further read about using KPIs to Measure Return on Investment (coming soon)

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