This list is by no means definitive, and I would love input to make it better. However, when I look at how companies are using digital campaigns, I like to look at the five following criteria to determine how the organization is using digital media:
What is the objective that the company is trying to achieve? While this list is not exhaustive, I believe that generally the objectives fall in the falling categories:
- CUSTOMER SERVICE
- TRUST – ESTABLISH EXPERTISE – BRANDING
- CRISIS CONTROL
- FOCUS GROUPS / KNOW YOUR AUDIENCE
Who is the company talking to? Is it clear what demographic they are trying to reach?
Where and how are the companies engaging?
How are the tactics being executed?
How are the results being measured?
What really matters?
Are the measurements tied to the strategy?