Many organizations lack a coherent story about why they’re doing social marketing or what they hope to achieve. They may began their social marketing initiatives based on the belief that social listening, sharing, or engagement is a good idea. After all, their customers hang out on social networks. Yet, many of these organizations lack a concrete thesis around why these connections or engagements are valuable, according to Julie Hopkins, managing vice president Gartner for Marketing Leaders. Their programs have grown to more networks, more resources, more content, more tools – many still without a good thesis.
Everywhere, yet nowhere
As a result, many social marketers today maintain too many customer dialogues in too many places and too many formats, managed by too many workflows. They are everywhere, and yet nowhere, all at the same time. As a result, unless they are also relentlessly pursuing a thoughtful measurement strategy, they struggle to pinpoint the value the organization is receiving for their social marketing investments, or which social content or tactics drive results. Even marketers who have extensive dashboards to track their social activities are often long on metrics, but short on insight. Our simple formula will help focus your social marketing strategy for greater success.
Test your strategy
To succeed with social marketing, you need to be able to articulate a crisp, complete story. To test your social marketing strategy, see if you can easily complete the following formula by filling in the parentheses with the appropriate response: