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Feb 16, 2010
Article

New Chart: How are Organizations Performing Social Media Practices?

SUMMARY: We wanted to learn more about the processes organizations use to execute common social media practices, including monitoring activity, defining plan objectives and strategy, and executing across various platforms. Here’s what we learned.
By Sergio Balegno, Research Director

How Organizations Perform Social Marketing Practices

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Click here to see a larger, printable version of this chart

Optimizing the outcome of any business initiative requires a clearly defined, consistently practiced, repeatable process. As a relatively new tactic, the task of formulating social marketing processes and best practices is on the radar for many organizations, but has yet to be developed.

While marketers in the computer hardware and software industry are more likely to monitor what their target audience is saying about their brand and competition on social media, marketers in the education and healthcare sector are much more likely to have a formal, routine process for other social marketing best practices.

Furthermore, organizations that market directly to consumers through B2C channels clearly lead their B2B counterparts in the formulation and consistent implementation of social marketing practices.

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.

Comments about this Chart

Feb 22, 2010 - David Schultz of Media Logic says:
Great piece. Although the results are not surprising, I find your research to be quite interesting. As you indicate, organizations know that in order to be successful in social media marketing, they need a "clearly defined, consistently practiced, repeatable process." And yet most haven't figured out how to do it. It's staggering to think that 71% of the organizations you surveyed have either "no process" or an "informal process" when it comes to "creating a social media strategy with a definitive plan of action." We saw this problem start to emerge about a year ago, which is why Media Logic developed Zeitgeist & Coffee our social media marketing management suite. While there was a lot of casual interest in Z&C during most of 2009, we've seen a surge in interest and engagements over the past two months…and the results have been outstanding. To learn more, visit www.mlinc.com.



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