Launch. Learn. Adjust.
The vast majority of organizations are not designed to operate this was so these principles are not easy to digest for them.
Traditional marketing programs rely of some level of predictability. Social media marketing, though easier to measure in real-time, is not so predictable as everyone says it is. The results I mean.
With different types of networks popping up everyday, you must really be diligent in studying if your audience is on these networks. For example, Pinterest has recently risen to become new channel for people to make better shopping decisions. Who would’ve predicted that?
That’s why you have to make an effort to participate in new networks, to test and learn and see if they are any relevant to your business and your customers. To see how they might evolve. I like this quote from Miki Berardelli, CMO, of Fashion Label Tory Burch:
“While the voice is consistent across all platforms, we treat each one differently because they are all unique.”
Every platform, be it Facebook, Twitter, Foursquare, YouTube and Pinterest are different from each other.
Constant learning and experimentation is needed to see what works and what doesn’t work. Making adjustments on the fly is a task you must be comfortable with. Being stubborn thinking that a detailed grand plan is going to work from the get-go is going to result in a lot of frustration when all that planning doesn’t play out as you expected.
No marketing plan survives contact with the customer. Let’s add platforms in there too.
- How to Become a Social Business (servantofchaos.com)
- How Luxury Label Tory Burch Dominates Digital Marketing (mashable.com)
- 10 Learnings from Operationalizing Social Media within the Enterprise (johnbell.typepad.com)
- 96% Of Small Businesses Are On Facebook: Report (allfacebook.com)
- Social Media has evolved; shouldn’t your marketing program do the same? (actionableinsights.covario.com)
- 3 Ways To Appropriately Prepare Your Client For Social Media Marketing (socialtimes.com)
- 86% of small businesses find Facebook effective (infographic) (zdnet.com)