To clarify some of the issues, I took front line social business units within an organisatiuon and described a single, basic objective for each department. I then mapped those onto some of the most widely understood startegies being used by different brands, to see which strategies supported which goals
Finally I mapped measures against each strategy.
Biggest take away?
Look how (relatively) balanced it is.
Social media really is impacting across the business. No wonder brands struggle when they leave it to the marketing department!