Like most journalists, I love lists because they bring order and help prioritize coverage from the zillions of pitches I receive. One ranking that I peek at regularly is the monthly snapshot produced by eBiz MBA that features the top 15 most popular social networking sites.
The most common motivator for social media marketing strategies is the desire to improve customer engagement, according to recent research collected by consulting agency Ascend2.
Slightly more than half (55 percent) of both business-to-business (B2B) and business-to-consumer (B2C) campaigns are predicated on this objective, the data shows, although this desire was deeper among the B2C community.
Beware the temptation to make your social media marketing efforts too pushy.
One mistake that many marketing teams make when developing campaigns for digital channels or social networks is sticking to the same sort of content they have traditionally used for “push” channels such as television or banner ads on Web sites, reports Forrester Research in its latest advice for marketing professionals, “How to Build Your Brand With Branded Content.”
There’s been plenty of buzz in the past week about a revelation by Coca-Cola suggesting that social media “chatter” about its products has very little direct impact on actual purchases.
One challenge that seems to perplex marketing teams using social media is the reality that few gauges exist for them to assess how their efforts compare with those of other companies.