Gartner Research

Manage the Risks of Social Marketing Before They Happen

Published: 17 September 2013

ID: G00256382

Analyst(s): Jennifer Polk


Social marketing offers opportunities to engage and influence consumers, but these social interactions introduce risks that threaten brand reputation and marketing effectiveness. This research outlines how marketers can identify, mitigate and manage these risks, and turn risks into opportunities.

Table Of Contents
  • Key Challenges



  • Identify risks facing your company's social marketing program, including those that are native to social marketing and those that are specific to your brand
  • Mitigate risks by using people, process and technology to gain valuable insight and shape your social marketing efforts
  • Seek ways to convert social marketing risks and threats into opportunities for brand building and customer engagement

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