SOURCE: Expansion Plus, Inc.

Expansion Plus

September 23, 2009 03:04 ET

Social Media Strategy -- The Missing Link

PR and Marketing Practitioners Need to Understand How to Develop a Successful Social Media Strategy

PASADENA, CA--(Marketwire - September 23, 2009) - 82 percent of companies will be using social media marketing to get their message out and engage with people in 2010. (Source: 2009 Marketing Industry Trends Report)

The shifts in media consumption are disrupting traditional marketing and PR techniques and according to UK and European studies, less than one in four PR practitioners has the skills to implement a successful social media plan.

A sound social media strategy is essential to success in this volatile medium and a new whitepaper from Sally Falkow and Expansion Plus lays out a 10-step formula for integrating social media into marketing and PR plans.

Download the social media strategy white paper

Ten Step Social Media Strategy

1. Listen to conversation online about your brand, product and industry

2. Establish your share of voice in those conversations

3. Set goals and benchmarks

4. Find bloggers and communities

5. Identify Influencers

6. Develop a content strategy

7. Pick the social media tools appropriate to the content strategy

8. Create and deliver the content

9. Engage and facilitate conversations

10. Measure results

Statistics from industry analysts:

--  Social networking sites now account for one out of every five ads
    people view online. ComScore
--  Content that sparks conversations in social media sites is very
    effective for brand building. ComScore
--  Access to real-time data and news is one of the major trends in 2009.
--  More than four out of five online Americans are active in creating,
    participating in, or reading some form of social content.   Forrester
    Research 2009 Social Technographics Scale
--  42% of European journalists are depending more on PR content.
    European Digital Journalism Survey
--  The number of adult internet users who have a profile on an online
    social network site has more than quadrupled in the past four years.  Pew
    Internet and American  Life
--  93% of social media users believe a company should have a presence in
    social media.  Cone, Business in Social Media Study
--  There is significant correlation between a company's social media
    engagement and their revenue and profit.  Wetpaint/Altimeter Group.


Sally Falkow:

The time for experimentation in social media is long past. PR and marketing practitioners need to understand how to develop a successful social media strategy that furthers the overall brand and business goals.

Companies want people with social media skills, but recruiting companies have a hard time filling these positions. Just because you're young and you know how to use Facebook doesn't mean you should be the social media manager for your firm.

Social media changed the way people find information. It's changed the way they communicate with one another. It's changed the media. And it's changing marketing and PR. Same old is not good enough anymore. You have to listen, learn and respond appropriately.

About Sally Falkow

Sally Falkow is a Principal and Social Media Strategist for Expansion Plus, Inc. She is the author of The Proactive Report, a leading blog for PR professionals. She is a senior fellow of the Society for New Communication Research and speaks at industry conferences and corporate training sessions on how technology affects the practice of PR today.

About Expansion Plus

Expansion Plus is a digital PR and social media agency located in Pasadena, California focusing on strategy, training, coaching and implementation.

Contact Information

  • Contact
    Mary Anderson
    Expansion Plus, Inc.
    626 793 4911 ext. 118
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