Social media may represent the largest opportunity for marketing misalignment.
The proliferation of channels and the speed at which they change is somewhat overwhelming. Unlike more mature marketing tactics that are well understood, social media presents a range of new challenges for marketers and business owners to manage.
When selecting social media channels to participate in, you should:
1. Ensure that your audience actually uses a given platform.
2. Consider if the platform is a good fit for your brand.
3. Set realistic expectations for your level of participation on a platform and specific goals for what you want to achieve there. [Read more…]