DRAY Media: Social Media

By: Dray Media  09-12-2011
Keywords: Marketing

These days everyone wants to be a part of social media. Over 60% of Fortune 500 companies use some form of social media in their marketing strategies. The most familiar social media conduits are Facebook, Twitter, YouTube, individual and corporate blogs and message boards. The appeal of social media is that it fosters more intimate and tangible connections between people, people and products, as well as people and companies. It can be a powerful asset in your marketing arsenal, but it can also be a thorn in your side if not managed properly.

Resolving to add social media to your marketing mix is a long-term commitment that requires a strategic plan to delineate the plethora of issues that accompany social media engagement. The primary messaging goals in any social media strategy are defined by the organization’s communications strategy, basically the core road map to which all social media messaging shall refer. The reasons are simple: without guidelines to frame your message, the possibility of mistakes is almost inevitable.

A social media strategy should define:

  • what you wish to accomplish in a social media campaign;
  • identify what social media will best help you achieve your communications goals;
  • determine how you can compel participation;
  • develop protocols for content management and maintenance;
  • create an educated budgetary cost structure for content development and maintenance;
  • and determine how to measure success and setting defining benchmarks.

The social marketing strategy will bring together the principles within your organization who will be overseeing social media execution as well as those responsible for the overall communications direction for your company.

So before you begin to engage in social media, sit down and have a conversation with us. We’re pretty sociable but we are also strategists, trained professionals who can optimize your social media impact in a way that fits your marketing budget.

Keywords: Marketing

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