Facebook Purpose: Increase recognition, increase social engagement, establish online social network, searchability Metrics for Success: “Like”s, referrals from social networks 2. Twitter Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability Metrics for Success: Followers, 2nd-order followers (follower’s follower count), social capital (influence of twitter followers), Klout score, referrals 3. Yelp Purpose: Reputation management, increase engagement with “members,” searchability Metrics for Success: Reviews, stars, participation, referrals 4. LinkedIn Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability, find leads Metrics for Success: Connections, discussion participation, Klout score, referrals 5. Blog Purpose: Increase recognition, increase engagement, searchability Metrics for Success: Number of posts, audience growth (unique and returns), comments/likes, subscribers, inbound links, directory listings, SEO improvements, referrals from social networks 6. YouTube Purpose: Increase recognition, increase engagement, establish brand Metrics for Success: Video views, video reviews, stars