Replacing Haphazard Social Media Posts with Strategic Communications

Businesses say they have a social media strategy when in reality they often do not. The reason is they have not approached social media strategizing with the same discipline and vigor applied to strategizing for other marketing channels.< br> —By Joshua Ferdinand

Most companies utilize social media as a marketing tool, but it is a tool that was added on to existing marketing plans. That is just another way of saying that it was a random act of marketing in that people are driving its use while the business follows from behind with annoying advertisements and self-congratulatory posts on product greatness.

Social media has matured as a tool for managing competition, increasing revenues, and developing long-term customer relationships, so it only makes sense to develop an effective strategy with measurable goals that is a good fit for the company.

Developing a written strategy forces business leaders to think in terms of understanding...

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