Social Media – Put Marketing Back in the Driver’s Seat

“Social Media” has evolved from a ubiquitous buzzword to a genuine part of the marketing mix for companies of all sizes around the world. From B2B technology companies, to food and beverage and retail brands, companies have recognized the power of fostering two-way conversations with their customers.

The conversation in five short years has shifted from “Should we do it?” to “How can we manage it better?”
Because it’s still in its infancy, Social Media management can still be a rocky road for many organizations. The nature of Social Media is fluid and spontaneous, often conflicting with the more cautious and methodical way some companies have traditionally marketed. And because “anyone” can get involved with Social Media, more marketers, salespeople and others inside the company are beginning to dabble in it — to the point that brands fear they’ll lose control of the message.

One of the biggest challenges is the enormity of adding a whole series of new channels to the existing marketing workload, especially when those channels need constant care and feeding. Marketers often find that they must manage Social Media efforts on top of other marketing activities with the same head count, at least until they can begin to demonstrate ROI.