Social Media Strategists at the Crossroads

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Social Media Strategists, the inhouse alternative to Social Media Consultants and thus in the long-term often the cheaper solution (no mentioning of quality here), do not have an easy position these days. Confronted with high hopes from the very first day, they start their position in a company. Social media experts often have to define their position themselves and often have a hard time to explain their skills to a senior aged management. The embedded report by the Altimeter Group picked up the role of Social Media Strategists and analyzed who they are, what is being expected of them and which career patterns their future bears. As it turns out, many come to a decisive point which decides about whether their future lies in everyday helpdesk style routine or whether they can manage to take their company ahead of the competition. Definately worth a read! Please use fullscreen mode.

BVDW: 10 Tipps für den Einstieg ins Social Media Marketing

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Die Fachgruppe Social Media des Bundesverbandes Digitale Wirtschaft e.V. hat Einsteigern einen kostenlosen Leitfaden „Messbarer Erfolg im Social Media Marketing / 10 Tipps für den Einstieg“ bereitgestellt.

Und hier kommen Sie schon:

1. Orientieren Sie sich auch im Social Media Marketing an den Grundregeln erfolgreicher Kommunikationsplanung
2. Legen Sie konkrete Zielvorgaben fest
3. Nutzen Sie Targeting
4. Behalten Sie die Bedürfnisse und Wünsche Ihrer Zielgruppe im Blick
5. Beweisen Sie Kreativität
6. Wählen Sie die richtige Art und die richtigen Orte der Ansprache
7. Messen Sie den Kampagnenerfolg und überprüfen Sie mögliche Wechselwirkungen
8. Entscheiden Sie sich für den richtigen Mix in der Erfolgsmessung
9. Achten Sie auf die Erhebung relevanter Daten zur Erfolgsmessung
10. Berücksichtigen Sie die Erfolgsfaktoren von Social Media-Kampagnen

Und hier gehts zum kostenlosen Download auf den Seiten des BVDW:

Why Social Media Is Not For Everyone

Our comment on the recent article published on

You cannot repeat it often enough!

Social Media does have great poential, no doubt.
It enables companies to reduce the ever growing distance between them and their consumers, between producer and buyer, takes them closer to their target groups and provides answers to the increasing desire for personalized products, or to sum it up: unpredictable consumer behavior.

But blindly investing into this miraculous segment may also cause harm. Not only in terms of an investment.
Social media is, as the name implies a social sometimes even personal phenomenon. No impressions are stronger than personal ones. But if whatever you do or say is not credible, the strength of the personal, social contact turns into the opposite of what had been desired: ignorance, distrust,  and negative word of mouth. It is like selling insurance contracts to family members in order to fulfill goals set by an insurance company you work for.  This will ruin social relationships forever. The same goes for companies who half-heartedly use Web 2.0 to boost profits .
Not every company fits into this personal sphere. And not everybody wants to be addressed this way. You cannot push a brand into the personal sphere of a consumer. Especially not if a company or brand does not possess the required desirability.
Consumers may be „victims“ or information overload, unlimited product varieties, etc but they still have control over their private sphere. This has to be respected at all time. They decide what brands they „pull“ into this sphere.
Usually it is brands they trust, have known for quite a time, that accompanied them during their life, brands they long have been admiring, or they use to transform features of the brand onto themselves.