Dive summary:
- More than ever, in 2013 social media will be a critical component to marketing campaigns and can be effectively executed by following 3 basic tips.
- Social media is a new frontier meaning long time industry standards, like integrated marketing communications (IMC), no longer apply.
- To properly measure ROI, marketers need to apply a Full-Spectrum Attribution and to apply Full-Spectrum Attribution each company needs to identify the proper tools for their needs.
From the article:
"Social marketing can be hugely powerful: it drives new and repeat business, builds loyalty and engagement, and even inspires the holy grail of word-of-mouth marketing: spontaneous brand advocacy.
But, like any powerful tool, social requires knowledge and skills to effectively harness its might.
Before you rush out to Post and Tweet with reckless abandon, it’s crucial to have the right foundation in place to inform what you’ll say (strategy), how you’ll say it (execution), and how you’ll measure the results (ROI)."
