Different departments of an organisation can use social media for different purposes, and apply different measures. Here’s a partial list. Have we missed anything?

Marketing

• Increase web traffic
  • in order to increase ad revenue
  • in order to increase sales
  • in order to increase paid membership
  • in order to increase site membership and engagemen
• Increase word of mouth marketing
  • in order to cut marketing spend
  • in order to create authentic, grassroots community -> co-create products, services

• Grow database
  • in order to build long term customers

Sales

• Increasing sales through all channels
• Leveraging salespeoples’ personal brands

HR

• Recruitment
• Employer brand positioning
• Revealing internal culture for recruitment
• Education – explaining company’s role
• Headhunting through social network sites
• Training
• Increasing engagement
• Culture change
  • Opening up communications channels/dialogue
  • Breaking down silos

PR

• Telling your side of the story
• Crisis management
• Blogger relations
• Media relations

Customer Service

• Reducing customer support costs
• Increasing customer service quality

Market Research

• Generating consumer insights -> innovations
• Brand sentiment monitoring

Events

• Get more attendance
• Make event more interactive

Branding

• Humanise the brand (thanks to Mr K for the suggestion)

Operations

• Virtual teams/collaboration

What’s missing?