Are You Tweaking Your 2012 Social Media Plan?

Now that we’ve crossed over into another year, are you reviewing what you did last year and trying to make improvements?

I ran across a paper by Radian6 (you can download it when you click) that highlighted 30 ideas to think about to include in your planning. They included ideas on strategy, listening, engagement and measurement. I’ve always respected them and their content.

Here are some points that hit home to me:

  • Socialize your culture, not just your technology. Your whole organization needs to adapt to empowered customer model.
  • Cultivate long-term relationships. It’s 5-10 times cheaper than getting a new client.
  • Pay attention to people talking about your brand. Listen and tag both advocates and detractors.
  • Great leaders listen.
  • It’s not enough to listen in the shadows.Your fans expect you to respond and start conversations.

Those are some of the ideas I’m going to try to work on this year. What are you planning on doing to improve your social media plan?

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2012 Looks Like Companies Will be Investing More Into Social Media

I can’t believe it’s budget time already. Now that you’ve put your foot in the water on social (hopefully), what are you going to do in 2012?

According to a recent report in, companies are looking to invest more in social in 2012. According to a study completed this summer by Booz&Co and Buddy Media, social media will become a higher percentage of their total digital spend in the next three years.

Spending on Social Media as a Percent of Total Digital Marketing Spend According to Top Companies* Worldwide, 2011 vs. in 3 Years

Although social media made up less than 5% of their spend currently, they expect that number to double that the next 3 years. Where are they anticipating spending the increase? People, outside resources and creating content. What’s even more exciting is that they plan on integrating it into the marketing plans overall.

All this is good news. Evidently someone must be seeing some value in integrating social media.

The question is, what are your plans for 2012? Do they include social media as a line item in your marketing budget?

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