Social marketing? Small is beautiful
Brands need to stay focused when it comes to getting their messages over on social networks, according to eMarketer.
“Since social media marketing has the potential to affect so many areas of an organization,” says Geoff Ramsey, the research firm’s CEO. “The enormity of this opportunity leads many marketers to chase after every technique, tactic and metric that passes them by.”
That means it’s time to adopt a handful of better-defined objectives – and to remember that “listening, establishing trust, adding value and projecting authenticity are among the best practices that are critical to their success with social media”.
eMarketer forecasts that social network ad spending will reach $2.5 billion worldwide in 2010, and $1.3 billion in the US. Some two thirds of US online users will interact with user-generated content this year, and 26 million US adults will use Twitter at least monthly. Mobile social networks will reach 223 million people around the world.
