The purpose of this guide is to ensure that organisations fully understand the scope, opportunities, risks and the required investment of time, effort and budget to create a sustainable and effective social media strategy. This chapter outlines the key steps for marketers looking to create and launch a social media strategy that is right for […]
There is the very real danger of option paralysis when measuring social media. The sheer amount of data that is available from the platforms for organic posts and paid advertising can be overwhelming. As the number of social platforms increases and alternative metrics are created for newer content formats and ad formats, this problem is […]
For those organisations that have not clearly defined their content strategy, social media will continue to be a place where content is published with limited focus, and therefore, limited success. This chapter looks at how brands can achieve campaign goals by defining a focus for their content, before summarising the legal considerations marketers in social […]
When planning social media activities, bear in mind that the activity should mirror any strategic element of the business. Many organisations use existing marketing and communications planning processes to develop their social media activity. This chapter looks at the ten steps brands should take to develop their social media activity, from research and planning through […]
So far, this guide has outlined the many ways social media can be transformative for brands, but what exactly does it take to get a social strategy up and running? This chapter summarises the resources, policies and processes brands should have in place to thrive on social media. In 2013, Altimeter reviewed the operating models […]
With social listening, marketers can manage risk, uphold brand reputation and create content that better resonates with the audience. This chapter outlines the key considerations for marketers engaging in social listening. Reputation and risk management Social media has had a huge impact on brand and organisational communications and has led to a total transformation of […]
A company’s approach to social media will depend on many factors, including the sector it operates within and its objectives. This chapter looks at the different ways businesses can reach their audiences, whether taking a global, local or blended approach is best, and the pitfalls to avoid. Social media communication strategies The experts interviewed for […]
If social media is to be part of a communications, marketing, customer experience/customer service, and increasingly a sales and ecommerce strategy, then it makes sense for an organisation to approach social media strategy with organisational, brand, communications, servicing, digital and commercial aims, objectives and measures in mind. This chapter lays out a framework for planning […]
Social media strategy can be defined in many ways, with different types of organisations having their own approaches to the channel. This chapter looks at what social media strategy means for businesses today, and the key trends driving its evolution. What is social media? The definition of a social media strategy is very broad. For […]
Social technologies have had a disruptive effect on many organisations, making them rethink their ways of working and communication, as well as the relationship they have with their customers and other stakeholders. As social media touches so many areas of the organisation, the process of getting it ‘right’ has been transformative for many. Social media […]
Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter will review the evolution of generative algorithms and marketers’ attitudes to the technology. It will explore marketing use cases and generative AI’s […]
Email marketing should be considered in the context of other channels of communication. This chapter looks at integrations between email and some of the other touchpoints between organisations and their customers. Mobile apps Mobile apps are now a common and often critical part of the online landscape. As well as enabling push notifications and in-app […]