Cartoon by Geek and Poke
Most marketers are still in the early or experimental phases of adopting and measuring social media says the Marketing Executives Networking Group (MENG). According to the survey conducted by MENG last month 67% of respondents consider themselves beginners at using social media for marketing purposes. Additionally, more than 87% of respondents are not regularly measuring the ROI of their social media marketing efforts.
No wonder there are so many workshops, seminars and webinars about social media marketing. Even the Fortune 500 companies don’t feel they’ve mastered social media just yet.
“It’s important to make the decision on what to do based on your target audience and your strategy, not the technology,” says MENG member Dwight Griesman, Chief Marketing Officer at Forrester Research.
Forrester’s book Groundswell recommends the the four step POST process – and the first three steps cover People, Objectives, and Strategy. Only then does Technology factor in. Focusing on the audience first is the right place to start as marketers formulate their approach to social media marketing.
