Brian Solis’ article, ‘Social media: It’s all part of a master plan… or is it?‘ looks at how being present on social media platforms at the most basic level is not enough to truly engage your audience.
Facebook Brand Page…CHECK
Socialized Business Strategy…TBD
While showing up to the party represents a noteworthy effort, a bona fide social media strategy this checklist does not make. Creating presences, listening to conversations tied to keywords and superfluously responding to updates and questions creates a facade of engagement that is at best trivial. And, quite frankly, without a true investment of intention, attention and conviction (I.I.A.C.), we minimize the opportunity before us as well as the thoughts, emotions, and overall potential of our communities rich with would be advocates and influencers.
Much of Brian Solis’ time these days is spent working with businesses to first deepen their understanding of social media and subsequently broaden their outlook for what’s possible. As a result, he flips the switch to a more sophisticated level of creativity, vision, and execution.
When Brian stumbled across recent research that reported most businesses claim that they are operating with a genuine social media strategy, he was both surprised and unsurprised. Many executives and brand managers believe that once social media shifts from pilot programs to a dedicated function, regardless of goals, objectives, purpose, or capacity, it becomes strategic.
In June 2010, King Fish Media, HubSpot and Junta42 published an interesting report, “2010 Social Media Usage Attitudes and Measurability: What do Marketers Think?”
According to the results, 72% of businesses claim to operate under a banner of social media strategy. 27% stated that they did not possess an official strategy. The trio surveyed 457 US marketers and managers, with 52% of the respondents representing the publishing, media, advertising, and marketing industries.
While these numbers indicate maturation and comprehension, the definition of “social media strategy” is questionable.
To the contrary, a May 2010 study by Digital Brand Expressions found that 52% of social marketers are running social media programs without a defined “game plan.” This finding was in line with an April report by R2Integrated that documented one-half of marketers were reacting to social rather than leading it.
The study also found that a majority of the businesses polled planned to increase their social media investment over the next 12 months.
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