Does your senior management support your social media marketing efforts? The simple answer is: probably not, since less than three in 10 companies do, according to The State of Social Media for Business by SmartBrief Inc. and Summus Limited. The reality is that senior management buy-in happens only after a company has tested social media marketing and the case can be made to expand the program, based on increased reach, additional traffic, and/or improved branding.
Given that 24.2 percent of sampled companies started their social media marketing efforts only in the last six months, it's no surprise that many firms are still in the testing phase. In the early phases of social media marketing, companies are still coming up to speed and making the case for expanding their social media interactions. As a result, it may take time to win senior management support for social media.
6 Factors Every Company Needs to Implement Social Media Marketing
Since many companies are in the midst of their 2011 planning season, it's a good time to lay the groundwork for expanded social media marketing participation. Here's a six-point, social media marketing checklist.
Regardless of where your firm is on the social media marketing learning curve, integrating these six factors into your plans is good business practice. Given the current business model of testing and iterating your marketing, it's better to implement a basic form of these initiatives and to improve them over time to get the optimal results for your firm.
While starting social media marketing small with a minimal budget is good for making the case, it's important to get your senior management team on board early to expand your social media presence and to extend usage across your firm.
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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.
December 12, 2013
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