I still am amazed that marketing executives, especially in larger companies (80% 0f companies with 100 plus employees), acknowledge that social media is a legit marketing tool, but yet fail to take the time to develop a strategy for it.
It’s like ready, fire, aim!
A recent post in eMarketer.com, Executives Fail to Focus on Social Media Marketing Strategy, quotes several sources as to the reasons.
Here are several disturbing points:
- No surprise, most of these executives feel tentative about making social strategy a priority.
- They are not overly optimistic about their current strategy.
- It looks like small and medium sized firms have the advantage over larger ones.
It’s funny that that the marketing priorities for social – customer retention, customer acquisition and branding – are not foreign words to marketers, but somehow there is a disconnect when putting an integrated plan together that includes both traditional and social in the same plan.
I don’t get it. If they put together a traditional plan they way they do social, they probably wouldn’t have a job.