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Description
Social networks are a real-time media channel, yet marketers have trouble managing social content in real time. B2C marketers underestimate the volume and pace requirements of social marketing and experience competing attention between inbound inquiries and outbound messaging. As social marketing spend increases, marketers need to effectively and efficiently utilize those budgets by implementing specific processes. Strong processes allow social media to not only serve marketing goals but also serve goals across the entire enterprise.
Key takeaways:
- Marketers should separate social marketing activity into two processes: “always on” versus “campaign.”
- To keep up with the speed of social media, marketers must implement anticipatory protocols to accommodate activities that require immediate approvals and speedier response times.
- The different processes cannot operate in silos.
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