A typical situation for many marketers when it comes to social networks is this: Setup LinkedIn profile, check. Corporate LinkedIn page, check. Facebook profile, check. Facebook Fan Page, check. Twitter account, check. Corporate blog, check. Check check check!
But where’s the buzz? Where are the fans, friends, followers, comments, links, traffic, search engine rankings? Where’s the customer engagement? And the most pressing question of all: What is all this social web participation doing for our company and our customers?
Showing up to the game doesn’t mean there will be an audience. This is as true with the social web as it is offline. The problem that marketers have with attracting interested customers and growing their social networks often stems from approaching social participation tactically and without a plan. Testing and experimentation is great, but if what you’re doing is something that has a cost and is to be accounted for, then you’d better have a plan and objectives. How can you score without a goal?