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:
The Case Study shared via CC license by @binuri
1. Strategy
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
- AWARENESS
- CRISIS CONTROL
- FOCUS GROUPS / KNOW YOUR AUDIENCE
- SALES
2. Audience
Who is the company talking to? Is it clear what demographic they are trying to reach?
3. Networks
Where and how are the companies engaging?
- Blog
- Forums
- Reviews
- Flickr
- YouTube
4.Execution
How are the tactics being executed?
What frequency?
By whom?
5. Measurement
How are the results being measured?
What really matters?
Are the measurements tied to the strategy?