Overcoming 4 social media marketing headaches

Online networking has been a boon for brands, but as the saying goes—sort of—every silver lining has a dark cloud. Here’s how to weather some common storms.

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Social media marketing has taken a firmer position within the marketing mix of most companies in one way or another. For some, social Web participation is a natural fit. For many others, being more social isn’t in the management DNA. Regardless, marketers are held accountable for improving the bottom line, and with that comes a number of common headaches.

I recently did a webinar with a client, NewsUSA, on social media headaches. As part of the prep, I wrote out answers to some of the questions and thought they would interest our Online Marketing Blog readers as well.

Getting approval from the C-suite

Q. What is the most important piece of information you need to get approved for a social media campaign?

The simple answer is to make sure you tie what you’re doing to revenue growth, customer acquisition and retention, increased profitability or some other top-level business goal.

Many companies approach social media marketing as a series of disconnected campaigns without coordination, overall strategy or specific outcomes defined. It’s no wonder that many of those efforts fail to deliver expected results.

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