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Social media marketing explained

Author's avatar By Dave Chaffey 24 Feb, 2012
Essential Essential topic

Social media is about MUCH more than the tactics

This instagram has been doing the rounds during February, there's a fair chance you've seen it?

I like it! It has been shared tens of thousands of times and rightly so. Anything that simplifies our increasingly complex marketing approaches has to be a good thing. Or does it? It maybe oversimplifies, it it's applied to social media marketing?

Well for one thing - it perpetuates the myth that social updates from people or brands are just broadcast, rather than interactive. If I were to grab a marker to explain social media interactions it would look more like this:

From social tactics to social strategy

But a bigger issue I fear, it's yet another example of the way we tend to think tactically. The CIM social media benchmark research we featured last week showed that many companies aren't thinking beyond the tactics and they often aren't managed in a unified way, directed at business results.

So a social media explained chart for business should really look at the core social media marketing activities which we covered in a post last year when I asked about these social media challenges. These are the main activities that need to be planned to get the most from social media.

Of course these goals can be delivered through different forms of owned and earned media - it's not just the main social networks, it's the emerging networks, a companies own site and communities and publisher sites too. So it's not so straightforward, in fact, to use social media serious involves a transformation to social CRM and social business which will affect all parts of a business and most employees.



Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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