"Despite the vast potential social media brings, many companies seem focused on social media activity primarily as a one-way promotional channel, and have yet to capitalize on the ability to not only listen to, but analyze, consumer conversations and turn the information into insights that impact the bottom line," according to the report.
Of the 2,100 companies surveyed, two-thirds said they were engaged in social media or about to be. But only 12% considered themselves effective users.
It's the 12% that draws our attention today. These exemplars, who have moved social media far beyond the experimental stage, are benefiting from increased awareness and more favorable perceptions among target customers, and by an increase in new business.
Here are four best practices I culled from reading the research on these folks:
- Dialog, not monolog. Forget "shout marketing." By engaging customers and potential customers in conversations, social media is most effective at promoting brand, monitoring trends, and researching product ideas.
- Get serious. Make social media a priority by integrating it in an overall marketing strategy. Only 7% of companies do this today.
- Get numbers. Connecting social investments with ROI can be difficult work, but the best companies understand the concrete difference social efforts make to the business.
- Hire and budget. Social media is a hands-on practice, so a dedicated staff is now a must. And give them money to work with -- effective SM firms dedicate 40 percent of their marketing budget for this purpose.
- How to Control Your Brand in the Age of Social Media
- How to Know If Your Social Media Is Paying Off
- Surviving the Brutish World of Social Marketing