SNM is now an issue that every business must address, without question. When a company like "Pepsi" pulls twenty million dollars from their Super Bowl advertising budget and redirects it to social network marketing, you can bet they're not just "shooting darts with a blindfold on." They know something, and in this case, they got it right.
It is already common knowledge that Social Media is playing an important role in today's marketplace, so the challenge now for any business is to determine what the proper degree of engagement is for your organization. Creating a social media strategy is a complex exercise, because it includes establishing appropriate practices, usage policies, content parameters and is very time consuming. Just having a policy is not sufficient - you need a plan to put your social media campaigns in place, and a support mechanism to maintain them.
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