If you're involved in social media marketing, fulfilling business objectives and achieving ROI most likely rank amongst your top program priorities today. But what goals do you set—and what factors do you measure—to set you moving in the right direction?

By formulating SMART goals (Specific, Measureable, Attainable, Relevant, Time-Bound) and tracking audience Attention, Attitude, and Action, businesses can develop social media programs that support larger marketing strategies and core company missions.

During this PRO seminar, you'll learn how to apply SMART goals to your social media campaigns and measure what matters beyond follower counts and content reposts. Plus, using examples from successful organizations including Dell, LinkedIn, and the Humane Society of the United States, you'll learn how to use Attention, Attitude, and Action measurements to gain the insight into your community's actual new media you need to improve your communications. Walk away with actionable advice for deploying (or not deploying) social programs aligned to your business objectives—and how to progress toward your ROI goals.