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Goals/Objectives: It is important to ensure that your social media objectives or 

goals are aligned with that of your organisation. What is it that you want to achieve 

via social media? For Vision Express, our three critical goals are to:

● 

Add value and service to our online customers, via informative dialogue, 

responsive customer service and feedback. This also works as a  two‑  way 

path, in that we then pass on to our store network all/any feedback we have 

received from our online customers.

● 

Engage with our online customers, and build relationships with them. In order 

to do this effectively, we are working towards a one customer view database, 

which will enable us to match social media activity to in‑store activity by our 

customers, thus enabling us to provide a tailored approach in our conversations.

● 

Build brand awareness and consumer knowledge about our service offering. 

We want our customers to understand our company, and to recognise our 

values, ethics and personality, online and offline.