Let's face it, right now social media marketing is likely one of the hottest topics in the marketing arena. Whether its offline or online, almost any department that touches marketing in any way feels that they should be the department that owns the social media efforts within your company. In theory it might seem best to let your marketing department handle this area, but the question is do they really have all the skill sets to handle and implement a successful social media strategy? Likely not.
Understanding the giant world of social media (remember it's not just Facebook or Twitter) is a tough task. What's even harder to grasp is how to integrate your social media efforts with your other marketing tactics. Social media marketing doesn't operate in a vacuum; in order for it to work successfully you need to integrate your social media marketing with all of your marketing channels in play. From e-mail to offline, each channel plays a significant role in whether or not your social media marketing strategy will be successful.
Rather than letting one single department handle your social media marketing efforts, I counter that companies should be pulling in employees with the skill sets from all areas of your company to make up your social media marketing team. This will give you a balanced approach and won't heavily lean towards marketing messages or over-sympathizing with your engagement. From your optimization, event promotion, analytics, and even customer service and IT departments, someone from each area can help your efforts become more successful than just relying on one department.
Let's take a deeper look at how different departments can help create a successful social media strategy:
Before you decide that just one department in your company should be handling your social media efforts, look closely at how each department can help you become much more successful than one group operating in a silo. By combining the knowledge within your company, you make your efforts that much more successful.
Liana is off today. This column was originally published on Oct. 20, 2010 on ClickZ.
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Liana "Li" Evans is the author of the award winning social media marketing book, "Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media" and she is the president and CEO of Da Li Social, as well as an adjunct professor for Rutgers University's Mini MBA Program. Liana has also been featured in the books "Online Marketing Heroes" and "Video Marketing An Hour a Day." As an established online marketing industry veteran with over 15 years of experience she's focused her unique skillset to specialize in integrated marketing and how companies can successfully strategize integrating all online marketing channels as well as offline traditional media. Her deep technical combined with a public relations background enables her to partner with clients for establishing successful online marketing campaigns that combine cross-channel tactics cohesively.
Li was the search engine optimization (SEO) and social media marketing architect for such companies as QVC and Comcast (Fancast) and has consulted with several other different sized companies such as AOL MovieFone. Her wealth of knowledge in dealing with large e-commerce and content sites allows her a wider perspective into what it takes to launch successful marketing campaigns in the online space.
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