**6.4. Feedback and control**

**1.** Create social media marketing goals that solve your biggest challenges: understand what

**2.** Research your platform audience: a significant number of adults use Facebook and Instagram but you need to ask whether your customers (target group) use this platform. Understanding the audience will assist in learning issues like who buys your products, what age group is the toughest to sell, and what income makes up most of our returning

**3.** Establish the most important metrics. Evaluate the platform metrics associated with the overall goal rather than that of platform owner (e.g., metrics performance tools such as

**4.** Research platform competitive landscape: research on similar and related existing plat-

**5.** Build and establish engaging platform content: avoid things like reaching out to your

A good strategy can fail due to poor implementation. If the business entity has decided to attain technological leadership, it must strengthen its R&D department, gather technological intelligence, develop leading-edge products, train its technical sales force, and communicate its technological leadership [16]. Many managers think that doing things right (implementation) is as important than doing right things (strategy), but the fact is that both are critical to success,

and companies can gain competitive advantage through effective implementation [18].

your needs in the platform. Set goals that you know are attainable.

reach, clicks, engagement, Hashtag performance).

forms and compare their advantages and disadvantages.

unpopular demographics without a complete strategy in place.

The following are steps for building a successful digital platform [19]:

**3.** comprehend what your customers and partners anticipate from the web

**9.** participate in the creation and development of virtual market place

**2.** review existing distribution and supply channels

**5.** give a new role to your human resource department

**4.** reexamine the kind of products and services

**6.** extend current systems to the outside

**10.** instill management style.

**7.** track new competitors and market shares **8.** develop web-centric marketing strategy

customers.

30 Marketing

**6.** Engage with audience.

**1.** conduct training

**7.** Track your efforts and always improve.

**6.3. Program formulation and implementation**

A company's strategic fit with the environment will inevitably erode, because the market changes faster than the company's efforts [16]. Obtaining feedback is very essential for ensuring the continuity of a strategy. This is even more critical with platforms because their evolution is dynamic. There are several means to gather feedbacks but again this will depend on the nature of platforms. Digital platforms offer a variety of metrics but there are also comments and other forms of reactions, which are provided by platform users. The organization can decide to update its strategic orientation based on acquired feedback. This should not take time to be implemented because the impact on business performance can be very drastic.
