Marketing Essentials: How to Integrate Social Media Into Your Marketing Communications Strategy

Archived Published: 31 March 2011 ID: G00210620

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Marketing executives agree that it's time to convert social media from its experimental, ad hoc status to a formal member of the marketing communications mix. But where and how do you start?

Table of Contents

  • Analysis
    • Introduction
      • What Are the Biggest Challenges?
      • What Are the Implications?
    • Background and Context
      • By Way of Review, What Is a Marketing Communications Strategy?
      • Where Does Social Media Fit?
    • Best Practice
      • Prerequisites
      • Stage 1: Establish a Listening Post
      • Stage 2: Join the Conversation
      • Stage 3: Measure
    • Conclusion
    • Recommended Reading
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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