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BizReport : Social Marketing : June 24, 2010

Avoid disaster - formulate a social media strategy

While it's encouraging to see many businesses embrace social media, a new study from Digital Brand Expressions has found that many are left exposed by the lack of a corporate social media strategy.

by Helen Leggatt

digital brand expressions logo.jpgIf companies want to communicate and build relationships with their customers there's no better way than via social media. It's largely accepted that social media channels such as social networks and blogs are now part of the marketing mix.

Digital Brand Expressions' new study found over three-quarters of the 100 companies surveyed were actively employing social media. Great news, I hear you say. However, only about half (41%) had a social media strategy in place.

Don't these companies realize the potential damage disjointed and unmanaged social media interactions can do? The results could be catastrophic.

Imagine a well-meaning employee saying the wrong thing at the wrong time to the wrong person. Branding and messages would become inconsistent across channels and confuse consumers.

Would you walk in to a press conference unprepared? Quite.

It's too easy for businesses to be sucked in by new-fangled social media outlets, and many will jump in head first with a scatter-gun approach. However, the best strategies will begin with an objective against which success can be measured and, where social media is concerned, the objective isn't purely just to "be there or be square".

Tags: blogs, marketing strategy, social marketing, social media, social media strategy, social network

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