by Sergio Balegno, Research Director

Use of Social Media for Marketing Purposes


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Creating a tactical plan of action for social marketing purposes is the critical third step in MarketingSherpa’s Social Marketing ROAD Map methodology for mapping a successful social marketing strategy.

This chart shows the average percentage of organizations using each of the social platforms listed above for tactical purposes. Keeping in mind that your strategy must outlast the revolving door of leading social media technologies, tactics should be social brand agnostic when creating your organization’s plan.

In other words, an enduring tactic would be to "build and participate in a network populated by our targeted audience," not "build and participate in a Facebook fan page."

For additional research data and insights about social marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Social Media Marketing Benchmark Report.