Four ways social media can enhance your marketing.
Stop experimenting with social media! Social media has been around for quite a while now and many marketers have included it in their mix just to try it out. Now's the time for putting social media to work to achieve your business goals.
At last week's DMA:2010, the annual meeting of an organization steeped in measurable marketing techniques across platforms, the question on everyone's mind was "How do I use social media in my marketing mix to drive trackable results?" Well other organizations are doing it and so can you.
Here are four ways to supercharge your marketing with social media and the related metrics to assess them. Bear in mind that you need to use best practices to make the most of your social media initiatives (to this end read my column on how to make your social media work harder).
It's critical to think broadly when integrating social media into your marketing plans. Social media is more than a Facebook and/or Twitter strategy; it's about integrating all of the elements into your marketing plan so that they drive actions that lead to achieving your business goals. To this end, it's critical that your marketing works in concert. There are many potential benefits to knowing where your audience spends their time and becoming part of their social interactions.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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Hong Kong, 8-9 December
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