Every day, businesses want—and need—to know more about social media marketing. They want to know how to do it, how to measure it, how to manage it and where it’s going. This collection of seven Insight Briefs and a PowerPoint slideshow answers the most common and most pressing questions that businesses have about social media marketing.
You’ll find that these Insight Briefs are different from other eMarketer reports. They’re shorter, and they contain practical, hands-on advice and case studies that will help you make smart, sophisticated decisions.
“10 Best Practices for Success with Social Media,” written by our CEO, Geoff Ramsey, provides a road map of the most critical things companies must do to create effective social media marketing initiatives. Top of the list: Think marketing, not advertising.
A downloadable PowerPoint slideshow gives you all of eMarketer’s current social media usage and spending forecasts, as well as the latest data on consumer and marketer usage.
Other briefs cover why marketers need to have a social media strategy, how to integrate social media into a corporate organization, why earned media is an important concept, how to measure ROI and much more.
I hope you enjoy what we’ve put together, and I’d love to hear what you think.
Debra Aho Williamson
Senior Analyst
dwilliamson@emarketer.com
10 Best Practices for Success with Social MediaAlready, more than one-half of marketers are engaging with some form of social media, and their spending is rising. With so much intense interest, the big question is: Are marketers doing it right? These 10 best practices from eMarketer CEO Geoff Ramsey provide a road map for social media success.
Social Media Marketing by the Numbers: Key Stats, Trends and IndicatorsThis year, 64% of US Internet users will interact with some form of user-generated content, and $2.5 billion will be spent on social network advertising worldwide, according to eMarketer’s forecasts. Get the essential data and statistics on how consumers and marketers are using social media in this slideshow created by senior analyst Debra Aho Williamson.
Five Reasons Why Marketers Need to Have a Social Media StrategyCompanies have moved beyond asking whether they need to use social media. They now want to know how and where they should participate. To answer those questions, businesses need a clear and coherent social media strategy. Senior analyst Paul Verna examines five reasons why a strong strategy is critical to success.
Where Does Social Media Fit Within an Organization?How should companies integrate social media into their organizational structure? Most find social media useful as a marketing and communications tool, but many companies also use social channels for sales, customer service, human resources, IT and executive management functions. Senior analyst Paul Verna explores whether companies should have dedicated social media teams and provides case studies showing how companies have leveraged social media in conjunction with other business initiatives.
What You Need to Know about Earned MediaThe media landscape can be divided into three spheres: what you own, what you pay for and what you earn. Earned media represents everything consumers are saying about your company and your brand—on blogs, Facebook, Twitter, YouTube and elsewhere. Senior editor Nicole Perrin explains that because these opinions come from real people, not marketers, consumers trust them more and view them as a major influence on purchase decisions. That extra trust makes earned media extremely valuable for brand marketers.
Seven Guidelines for Achieving ROI from Social MediaMany companies have evolved from the toe-dipping, experimental phase and are now formulating strategies to create social interactions online. But discovering the true social return on investment (ROI) is elusive. CEO Geoff Ramsey looks at the current state of online social media measurement and ROI metrics, and how these critical indicators of success will evolve in 2010 and beyond.
Social Media Misfires: How to Head Off Trouble Before It HitsUsing social media is no longer an option for businesses. But the landscape surrounding the use of these tools is still dangerous, especially for marketers accustomed to having tight control over their brand image. Writer/editor Tobi Elkin highlights case studies from Domino’s, Pepsi, Amazon and Burger King that show what happens when social media goes awry and how marketers can confront the challenges head-on.
The Future of Social Media MarketingSocial media has already profoundly changed marketing, and many more changes are coming as it is integrated with nearly every aspect of a company’s business. Senior analyst Debra Aho Williamson explains why advertising will not be a primary revenue driver in the future, how consumers will shape social media and six other trends to watch.
Every day, businesses want—and need—to know more about social media marketing. They want to know how to do it, how to measure it, how to manage it and where it’s going. This collection of seven Insight Briefs and a PowerPoint slideshow answers the most common and most pressing questions that businesses have about social media marketing.
Executive Summary
10 Best Practices for Success with Social Media
Social Media Marketing by the Numbers: Key Stats, Trends and Indicators
Five Reasons Why Marketers Need to Have a Social Media Strategy
Where Does Social Media Fit Within an Organization?
What You Need to Know About Earned Media
Seven Guidelines for Achieving ROI from Social Media
Social Media Misfires: How to Head Off Trouble Before It Hits
The Future of Social Media Marketing
Every day, businesses want—and need—to know more about social media marketing. They want to know how to do it, how to measure it, how to manage it and where it’s going. This collection of seven Insight Briefs and a PowerPoint slideshow answers the most common and most pressing questions that businesses have about social media marketing.
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