Scrambling to develop social marketing tactics? Slow down and ask yourself why. If the answer isn’t clear and directly connected to your overall business goals it’s time to take a step back.
Social media platforms provide businesses with an incredible amount of information and opportunities. Every company senses there’s gold in them there hills. But while it’s easy to get caught up in the race for friends and followers, it’s important to remember that social success doesn’t necessarily translate into business success. As Jay Baer puts it, “The goal is not to be good at social media. The goal is to be good at business because of social media.”
That’s the sentiment that Jon Gatrell urges you to keep in mind as you develop your own social marketing strategy. Social is just part of the marketing mix, he argues, and any campaign should be rooted in business goals, not social goals. In order to leverage social to drive business benefits effectively you need to make sure you can tie every effort back to measurable goal-oriented impact and gains.
For more on why your social strategy should be informed by your business strategy, as well as examples of companies who are doing social right, read Gatrell’s full post.
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