How to connect social KPIs to larger business objectives

Social media is essential for companies trying to connect with modern consumers. Without a clear purpose, however, the results aren’t likely to amount to anything more than noise.

For Patrick Pho, who leads the content studio at Volkswagen of America, businesses need a plan in place before posting content and diving into the comment section. They need to know what they want from their efforts and a way of presenting the outcome that’s easy for the leadership team to understand.