‘”Social Marketing” Strategies Are Holding You Back’ – Forrester
Mellisa Parrish says, “Social marketing is at a crossroads.
The explosive popularity of social media over the last decade led many B2C marketers to launch social programs, often without any strategy or even an understanding of what they hoped to accomplish. Since then, nearly all marketers have jumped on the social media bandwagon launching Instagram accounts and influencer programs, putting UGC on their websites, buying listening platforms and ads, and, yes, maintaining a Facebook page– but many are struggling to articulate the value of all this “social.” What’s going wrong and where do marketers go from here?
In order for marketers to take back the reins on their social practices, they must realize two fundamental things:
First, that “social media” is not one single channel. It is a collection of technologies– from social networks to blogs; ratings and reviews to full-blown communities; and everything in between– that allow people to connect with each other, whether that’s friends connecting with friends, consumers connecting with brands, or employees connecting with each other”.
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