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Does your social media strategy lack confidence?
I read on Michael Brito's blog that a recent study reported that 60% of respondents whose companies are using social media say they have low confidence in their social-media strategies. Why is this? What could your company do differently to better encourage confidence in social media?
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2 Answers
1. They fail to attach any sort of measurement to their efforts to ensure a propr ROI.
2. They fail to attach their SM efforts to any tangible business goals or objectives.
3. They are not a true social business to begin with (read: proper culture) and think that SM is a silver bullet for their marketing or operational problems.
The list is long and applies to both of your questions.
Allen
Most firms are still in the "listening" stage and have not completed the two-way conversation stage where they start to engage. There are a lot of anxious marketers who have heard a lot about social media marketing but have not decided what their actual strategy will be. Typically, lack of a clear strategy leads to anxiety like the old adage: "if you don't know where you're going, any road will get you there". They may also be taking the shotgun approach without truly understanding the unique strengths and weaknesses of each channel. Experimenting is great but start with a plan and objectives, strategy, resource allocation, training, etc. I do believe there is tremendous opportunity in many of the social media tools but the approach should be focused.
Lastly, firms also need to create a social media policy; basically, internal guidelines for how to play in this new world. For an example of a great social media policy, see the policy developed by Ford.
Mark Burgess
www.bluefocusmarketing.com
Twitter | @mnburgess
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