The folks at Buffer describe a straightforward method for companies of all sizes to assess and improve their social media strategy. The method begins with the determination of each company’s “intriguing metrics” on the web and then articulates a four step strategy to improve the company’s social media success. Each step is clearly explained with simple examples that can be applied to the social media strategy of any company. Finally, the article discusses the importance of goals, goal setting, and different reasons for setting, or not setting goals for each company,
This Buffer article provides a good foundation for defining and using goals.