Gartner Research

What You Need to Know About Social Media for Marketing

Published: 03 October 2013

ID: G00252492

Analyst(s): Jenny Sussin , Julie Hopkins , Adam Sarner

Summary

IT leaders need to manage organizational expectations based on their ability to support five social media use cases. When identifying resource and technology options, they should work with the marketing department to determine the most critical capabilities and plan to deploy one or more strategies.

Table Of Contents

Analysis

  • Introduction
  • Social Media Engagement for Marketing
    • People
    • Process
    • Technology
  • Advanced Social Analytics for Marketing
    • People
    • Process
    • Technology
  • Social Campaign Management
    • People
    • Process
    • Technology
  • Market Research, New Product Introductions and Test Launches
    • People
    • Process
    • Technology
  • Idea Management
    • People
    • Process
    • Technology
    • How It All Works Together

Gartner 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.