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Many companies have been adopting an approach to social media based on an assumption that it is ‘free’. They have set up accounts and hoped it will work. It won’t. Hope is not a strategy, and social media takes time to get right – so it can’t be free. So let’s walk through the basic steps.
It seems as if every company is now looking to social media as a marketing panacea for the woes of the GFC. In this three-part series, Mark Cameron takes a close look at the social media landscape, describes some of the 'platforms', examines how these are changing the market place and outlines a strategic framework for deploying social media as a branding, marketing, PR and intelligence tool.