"Social media campaigns need objectives"

"In terms of objectives – clients are often going back to the sort of core business drivers that all marketing should be measured against – sales, reduced customer service costs and more, with the reassurance that these too can now be measured. There’s a general sense of decisiveness – less of the testing, trying out, growing Facebook fan numbers for no good reason – and more real plans to make social work the way it should. Tactical campaigns are still happening, of course – but they are increasingly framed by a larger strategy. The idea that content is king (that hackneyed phrase) is being replaced by the idea that content can only be important if you have a plan behind it."

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