Executives Fail to Focus on Social Media Marketing Strategy

July 21, 2011

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Social media marketing has gained its place at the table. eMarketer estimates 80% of companies with at least 100 employees will use social networks for marketing this year, up from nearly three in four last year. By 2012, usage will be even greater, and, in turn, efforts are becoming more sophisticated....

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Source: eMarketer

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Coremetrics

Forbes

eMarketer

People Mentioned:

Schoen Berland

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Proven ROI or Not, 72 Percent of Companies Have a Social Media Strategy
September 15, 2010 From Tipline
As much as companies tell their marketing departments they have to show a positive return on investment to justify spending on a new channel, most are still adding dollars to their social media strategies while only 29 percent of firms are requiring proof of ROI for continued funding. For that matter, ROI isn't being measured in the usual way.

Melissa Campanelli's The View From Here: Business Schools Offering Social Media Courses
April 8, 2010 From Melissa Campanelli
To meet the demand from companies for skills around social media strategies, tony business schools — including Harvard Business School; London Business School; Insead, the international business school based in Fontainebleau, France; and the École des Hautes Études Commerciales, known as H.E.C., in Paris — are incorporating courses on social media into their M.B.A. curriculums. Social media strategy courses, according to the article, "aim to build on existing skills to teach an understanding of social media, of how to build marketing strategies within social networks and of how to track their effectiveness."

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FROM THE BOOKSTORE

<P>“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.” <BR><STRONG>--Chris Brogan</STRONG>, president of Human Business Works <BR><BR>“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In <EM>Social Media ROI</EM>, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.” <BR><STRONG>--Jay Baer</STRONG>, coauthor of <EM>The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social <BR></EM><BR>“<EM>Social Media ROI</EM> gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with <EM>Social Media ROI</EM>.” <BR><STRONG>--Geoff Livingston</STRONG>, author of <EM>Welcome to the Fifth Estate</EM> and <EM>Now Is Gone</EM> <BR><BR>“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.” <BR><STRONG>--Kyle Lacy</STRONG>, principal at MindFrame (yourmindframe.com) and author of <EM>Branding Yourself <BR></EM><BR>“Ladies and gentlemen, the social media code has officially been cracked. In <EM>Social Media ROI</EM>, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.” <BR><STRONG>--Sally Hogshead</STRONG>, author of <EM>Fascinate: Your 7 Triggers to Persuasion and Captivation</EM> <BR><BR>“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.” <BR><STRONG>--Brandon Prebynski</STRONG>, social media strategist <BR><BR><STRONG>Use Social and Viral Technologies to Supercharge Your Customer Service! <BR></STRONG><BR>Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. <EM>Social Media ROI</EM> delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. </P>

Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do

...

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