While flying blind can be a thrill, successful social media strategies require well-defined goals and objectives, industry insiders stressed at OMMA Social on Monday. “You only hit what you
aim at,” Chris Knoch, VP of Strategic Solutions at IgnitionOne, said. If nothing else, social media is a lot easier when you can identify a few actions you want target consumers to take, said
Beth McCabe, VP and Group Director of Social Marketing and Technology at Digitas. Without delay, every brand should be able to say, “This is the action I’m after,” McCabe said.