Social Media Strategy
Tactics in the absence of strategy is no better than doing nothing at all…
Where does Social Media fit within your marketing strategy? How will it help you accomplish your marketing goals? These are common sense questions that often go unanswered in the rush to jump into Social Media. At best, failure to develop a strategy for Social Media can lead to poor results, or no results (in which case, you may never get budget for a Social Media program again). At worst, lack of careful planning can result in a program that backfires.
Consider these stats:
- Social channels are exploding; it will become increasingly difficult for marketers to ignore 85 million social network users and 123 million user-generated content consumers in the U.S. this year. HOWEVER…
- 60% of Fortune 1000 companies will start a Social Media program in 2009; of those, 50% will fail (Gartner)
Some thoughts on strategy from the Serengeti team: