Why Read This Report
Despite widespread investment in social media tactics, marketing leaders still struggle to deliver solid business outcomes with their social efforts. And "social exceptionalism" — doing social for social's sake — is often the root of the problem. To become more advanced with social, you need to adopt a new mindset and first think about where and how you can do social better, not just more. In this report, we introduce the four dimensions of social maturity and the key capabilities you will need for social success. We also provide an assessment tool to help you determine your current social maturity stage. This report replaces the June 2012 assessment report of the social marketing playbook; it has been completely rewritten based on new research.