Don't let your boss push you into adopting ill-conceived efforts for social media. Instead, take the offensive.
Back in the early digital days we often fielded panicked calls from in-house marketing personnel whose head of marketing or another C-level executive would demand that they secure the top organic search listings in the major search engines. Thank God most business people now understand both the value and difficulty of that feat.
Today's equivalent is the overworked, understaffed, and stressed out in-house marketing departments being presented with the demand to start tweeting or get a Facebook page up - yesterday. When your boss comes blowing into the room demanding that you make an immediate splash in social media, deflect any attempt at forcing an ill-conceived tactical launch by asking for a short period of time to gather and present your research, plan, and budget.
No boss can fail to be impressed by your preparation and the smart approach you will have outlined. This will balance an urgent request with an action plan that puts business goals and audience needs first.
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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Hong Kong, 8-9 December
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