Posts tagged ‘Jim Sterne’

Social Media Initiatives: Marketing Fundamentals are the Same, Vehicles are Different

By Mary Ludloff

Whenever you throw a bunch of marketers in a room and say, “let’s talk about doing some social media outreach,” I can guarantee you that there will be an energetic (yelling and gesticulating) conversation with some eye rolling involved. Whenever you throw a bunch of social media experts in a room and say, “Company A does not see the value of their social media programs,” I can guarantee you that there will be an energetic (yelling and gesticulating) conversation with some eye rolling involved. Whenever you throw a bunch of software engineers in a room who have come specifically to talk with you about what you would like to see in a social media analytics tool, I can guarantee you that there will be an energetic (me yelling and gesticulating) conversation with some eye rolling (engineering and product management team) involved.

Why all the storm and dirge? Well, social media has moved from an “interesting fad” to an entrenched channel but the jury is still out on how we marketers are going to “measure success.” A recent Harvard Business Review social media study found the following:

“… nearly two thirds of the participating organizations said that they are either currently using social media channels, or have plans in the works. However, only 12 percent of the companies surveyed said they felt they were effective users of social media. These were the companies most likely to use multiple channels; use metrics for reporting; have a strategy for social media usage; and integrate social media into their overall marketing strategy.” (more…)

May 3, 2011 at 7:15 pm 1 comment


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