Social media has opened up a huge opportunity: to engage directly with customers, to understand what motivates and interests them, and to increase the size of the audience for your content.
But it’s the very size of the opportunity that’s often the biggest problem. When marketing budget and resources are tight, where do you focus?... Most importantly, when your social marketing activity is fragmented across many third-party platforms, as well as your own website, how can you monitor and measure the impact?
These aren’t new questions: they’ve been vexing marketers for years now. But, with the arrival of every hot new platform (last year Google+, this year Pinterest) they become more pressing.
The challenge is to plan and execute campaigns that deliver outstanding results, without spending more money and time on them than they warrant.
That’s much easier said than done. We think it breaks down into five separate challenges.Segmenting social media platforms Managing content effectively Making best use of available people and time Measuring campaign performance Letting technology work for you