Gartner Research

Manage the Risks of Social Marketing Before They Happen

Published: 17 September 2013

ID: G00256382

Analyst(s): Jennifer Polk

Summary

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

Introduction

Analysis

  • 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

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.