Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

o Specific: Goal is clear and well-defined e.g., Acquire 200 new e-mail subscribers through a Twitter campaign. o Measurable: Goal is quantifiable and can be measured e.g., acquire 200 new email subscribers . o Attainable: The goal should not be chosen at random or based on gut but should be based on data, e.g., historical data, industry benchmarks, competitive analysis, resource, and budget constraints, etc. The goal should be attainable and adjusted accordingly. o Relevant: As stated above, the goals should be aligned with the broader business objective. o Time specific: Time frame helps prioritize and secure resources and budget, e.g. acquire 200 new email subscribers in three months . b) Cross-Functional Agile Team Social media constantly evolves with new platforms, features, or even regulations increasing complexity. Therefore, it requires a team with specific skills, ability, and agility to execute a successful social media campaign across multiple platforms. Below are sample roles you need in a team to run an effective social media campaign. Table 2: Social Media Team Composition and Responsibilities Social Media Team Role Responsibility Example Skills Social media manager/lead • Overall Strategy & Targets • Planning and organizing • Goals & Metrics • Digital Marketing • Communication • Leadership Content Specialist • Trends/Competitive Research • Content creation, manage, publish. • Creative/Copy • Research & Analysis • SEO Paid Media Specialist • Planning & Budgeting • Ads testing & publishing. • Audience Segmentation & Targeting • Media management • Budgeting • Buying/Bidding Community/Event Manager • Engage with users. • Build Brand visibility & credibility. • Manage Brand advocates • Interpersonal & Relationship building • Social media monitoring Measurement & Performance Analyst • Set up tracking & tagging. • Create and share reports • Analyze data & metrics • Analytical/Statistical skills • Platform Reporting knowledge c) Audience Targeting Defining audiences and creating content aligned to the audience’s preferences and needs enhances the targeting and effectiveness of ads and campaigns. This is a challenging task and requires a lot of data and careful planning. The audience should be aligned with the campaign’s goals, reach, and brand values. It also should be rooted in research, data, and analysis. Following best practices will help in defining a target audience. − Data and insights leveraging 0P/1P/2P/3P data sources can help define broader and granular segments. − Competitive research, industry trends, and other social media tools can provide understanding and insights into the target audience. − Further, refine the audiences using additional data o Demographic (e.g., age, gender, income, etc.) o Psychographic (e.g., lifestyle, values, interests, etc.) o Behavioral (e.g., browse, intent, purchase, etc.) o Geographic (e.g., location, climate, language, etc.) d) Content Needs Create compelling content that aligns with the needs and preferences of the audience. Also, the content should be published regularly and at an asset cadence to achieve maximum impact. Below are a few best practices for creating compelling social media content. − Create content tied to the needs and preferences of the audience and should align with the campaign strategy. The content should highlight the critical message the brands want to deliver to the audience. It is best to follow the rule of thirds of social media content strategy. o One-third of the content should be promotional type, focusing on business, products, or services. o One-third on thought leadership to share ideas. A Data-Driven Approach and Framework to Social Media Strategy and Performance Measurement for Brands © 2023 Global Journals 66 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E