8 Mandates for Social Media Marketing Success—#2: Plan Carefully

8 Mandates for Social Media Marketing Success—#2: Plan Carefully

8-mandates-for-social-media-marketing-success—#2:-plan-carefully

By Kent Huffman, Author of 8 Mandates for Social Media Marketing Success

Too many marketers jump right in and start using various social media tools and technologies—such as Twitter, Google , and blogs—before they’ve even developed a strategic plan or thought about how those activities might impact the rest of their marketing initiatives. Don’t make that mistake! Take a little time to determine how to best integrate social media into your existing marketing strategy and mix. It’ll pay off for you.

Step one in the planning process is to nail down specific social media objectives, based on the listening activities detailed in Mandate #1. Now that you know what your constituents care about and are discussing on social media, how does that impact the messages you need to communicate to them? Step two is to integrate your social media strategy into your overall marketing strategy to ensure your resources can be leveraged most efficiently and effectively and that common goals can be more easily reached.

If you work for a large enterprise, you have two significant advantages over a small business when it comes to planning and budgeting for a social media marketing program. First, your company’s DNA most likely has a built-in “think strategically” strand, and second, it also probably has a fairly large wallet. If, however, you work for or own a small business, you have an advantage as well. You most likely can make strategic decisions and launch new marketing programs fairly quickly. That can be a huge benefit in the fast-paced social media world.

Finally, be sure you’re prepared to monitor and measure your impact and progress. Establishing benchmarks and other metrics that can be tracked over time will help you better understand what’s working and what’s not, and thus be able to make whatever adjustments are necessary to ensure the success of your social media marketing activities.

(This is an excerpt from Kent’s new book, 8 Mandates for Social Media Marketing Success.)

Next: 8 Mandates for Social Media Marketing Success—#3: Develop Relationships


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