Here are two questions I get a lot:

1. Is it possible to align Social Media with a company’s current marketing and/or PR strategy?
2. How does that work?

Answer:

Yes, it is. Will it be easy? I don’t think so, I see many companies struggling within a couple of areas:

• Social Media is a democracy, not conventional shove it down your throat marketing. Companies can kill their program before it ever gets off the ground if they don’t change it to “joining the conversation” or “enter the story” type strategy.
• Next, often those who have been in marketing for a long time don’t deal with the change well, that advertising has moved to Social Media. Watch out for resistance and truly evaluate concerns as whether well thought out or just excuses not to do something.
• Lastly, companies are struggling because they are putting their programs in the hands of people who are not truly versed and successful with Social Media. While putting a highly educated marketing professional in place can seem like the right decision, it may not be “if” that person has not themselves or been educated by those who have been successful in Social Media Space.

“It is critical that your company implements strategies that have been proven to be successful rather than operate off of theory.”

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