SOCIAL MEDIA MARKETING GPS - CHAPTER 5 STRATEGY FIRST "The essence of strategy is choosing what not to do." - Michael Porter 1 #smgps
Without a strategy social media marketing is simply a cool cocktail conversation topic and not a business decision.A resource dump. 2 #smgps
Or as the title of the Twitter-book implies social media marketing needs a “gps” or a roadmap to succeed. 3 #smgps
For SMM to be perceived as credible give it same respect as other marketing “strategies” & ensure it supports business objectives. 4 #smgps
Begin with the end. Ask: What do you want to achieve? The answers will lead you to your metrics. Some should be “nontraditional.” 5 #smgps
To succeed SMM must also integrate into an organization’s master marketing/customer service/etc. plans and support brand values. 6 #smgps
SM is built on a culture: internal & external. Save yourself frustration by first understanding the culture of your organization. 7 #smgps
Customer focused is not an empty buzz concept when it comes to SM. It is critical to understand and involve your target audience. 8 #smgps
My tweet from #socialmedia chat What if companies thought in terms of "sharing" the brand? How would that influence your planning? 9 #smgps
As in any planning SM includes a budget process. Don’t be caught in the illusion that SM is free. Human capital, time & finances. 10 #smgps
Your due diligence: identify companies in your industry who are doing it right. Look outside your sector. SM continuously changes. 11 #smgps
Guest interviews: BL Ochman @whatsnext and Rajesh Lalwani @rajeshlalwani. Please use #smgps to join the conversation. Thanks! 12 #smgps
Question: @whatsnext - On a strategic level how would you align and incorporate a social media strategy to support business goals? 13 #smgps
Question: @rajeshlalwani - What happens when you begin social media marketing without a strategy? 14 #smgps
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