Best Practice Report

Social Media Strategy And Planning For Today’s Customer Lifecycle

Harness The Creative Potential Of This Everchanging Group Of Nuanced Channels

August 3rd, 2022
With contributors:
Mike Proulx , Shynise McElveen , Jen Barton


Social media channels are varied and multifunctional, so their ad placements and brand experiences can touch every part of the customer lifecycle. This means that social media channels are poised to play many roles in a communications strategy or media plan, and are often able to deliver on several different communication jobs to be done. Yet marketers often mistakenly lump social media into one channel, like they would television or radio. That approach is antiquated, limiting the creative potential of social media, and puts its effectiveness at risk. Read this report to learn how to evaluate social media channels based on advertising maturity, strategic effort, and platform strengths.

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