I recently attended a Marketing Sherpa webinar that provided helpful content on social media marketing strategy. I am reposting the data, as I believ it is very helpful for marketing strategy, and believe strongly in the necessity of reseach as being the first step in the social media marketing strategy. Below I have included an excerpt from the step by step process.
(Content provided by Marketing Sherpa, 2010 Social Media Marketing Benchmark Report)
Research
1) Gather intelligence on target audiences, social use and competition.
2) Stop, look and listen – it’s the first step to an effective social marketing strategy.
strategy.
3) Profile your target audiences and their social characteristics.
Monitor their dialog and how preferred platforms are used.
4) Benchmark brand popularity, share of voice and other qualitative and quantitative social metrics for your company and competitors. This is an opportunity to also assess your organization’s existing resources, communities and digital assets that will add value to your strategy.
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