Social media campaigns need ‘clear owner’

Published on
by Brafton Editorial
Facebook and Forrester found that social media marketing campaigns need a 'clear owner' to enjoy success.

Facebook and Forrester recently collaborated on a report that found social media marketing, like other campaigns, must be the job of one central worker or department. Many businesses do not view social as the truly strategic channel that it is, and, therefore, treat it differently. This often results in excessive updates and an unclear message, which will prevent prospects from engaging.

There are problems standing in the way of businesses achieving this ideal. However, assigning each account to the proper department or agency managing social media marketing is critical for companies to see the return on investment they desire.

According to the report, organizations often try to have several people involved with social. While this will occasionally work, frequent miscommunications occur, which will detract from the brand building focus of a social campaign.

Allowing different departments to view social data is normal and enables companies to process the information throughout the industry. This is especially important for companies looking to gain better insight into their target audience. In terms of posting and actually engaging prospects, however, this should be the job of just one person or department.

Refining a social strategy becomes increasingly important as more prospects begin using the channel. Brafton recently reported that 20 percent of the world’s population will be active on social networks by 2014.

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