This Element is an excerpt from "How to Make Money with Social
Media: An Insider's Guide on Using New and Emerging Media to Grow
Your Business" (9780132100564) by Jamie Turner and Dr. Reshma Shah.
Available in print and digital formats.
How to set clear objectives for your social media initiative
that link tightly with your overall marketing strategies.
Common objectives for a social media program range from driving
Web site traffic to increasing customer engagement. But whatever
your stated objectives are, only one thing is important: You need
to integrate your social media campaign into your marketing
campaign so that they can both show a quantifiable ROI.
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