viagra order Blog_banner_socialsearch02.jpg" alt="" width="575" height="180" /> Being the Marketing Manager here at The Search Agency, and social media junkie, I was very interested in attending a session at DMA 2012 last week called, “Creating a Social Media Strategy.” I am the little voice behind our company social media efforts, so I work on our own social media strategy every day. I also lend my experience and thought leadership to our client services team on social media projects. I’ll be honest, when I saw this very broad session title at a conference for direct marketers; I anticipated it to be on the elementary side. I was hoping to be able to learn something helpful aside from suggesting I create a company Facebook page. Well...I got what I asked for because the first thing I heard speaker Murray Izenwasser of Biztegra  say was (obviously I am paraphrasing, but the quotes send a more official message): “Facebook and Twitter pages will not solve your company’s social media problem. It’s never been about getting a Facebook page, and then moving on to the next social media platform that’s popular. If you don’t have a strategy and approach for the first platform, how can you expect to exceed at the next thing? ” My natural state of skepticism softened, and I was ready to learn about how I could employ a real and effective social media marketing strategy. Izenwasser explained that we have to change the way we think about social media. It’s not about having a team of people just working on your social profiles all day. Successful social media efforts come from behaving like a marketer in a social world. Also social media isn't technically a strategy…it’s a tactic within a larger marketing strategy. I know; that blew my mind too. It should look like this:
Goal ---> Strategy ---> Campaign ---> TacticSocial media is a tactic rather than a strategy because it employs tools, platforms, and techniques. Most brands are thinking about their social media backwards, starting with the tactics, before even setting any goals. Well, duh that makes a lot of sense. So how can marketers start thinking about social media the right way??
- Take a giant step back.
- Look at your overall marketing plan.
- Examine your business goals, and those of your competitors.
- Establish a natural cadence with content generation.
- Listen, monitor, measure, and report.
- Enhance your existing programs.
- Maintain ongoing engagement and seek new platforms.
- Shift and improve.