Gartner Research

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

Published: 31 March 2011

ID: G00210620

Analyst(s): Carol Rozwell , Richard Fouts

Summary

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
  • Overview

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

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