According to a new study from marketing firm Digital Brand Expressions only 41 percent of corporations have a strategic plan in place when it comes to their use of social media. Over 78 percent of the study's respondents use social media in their promotions, but many have not created a clear game plan or set of protocols for how to use social media sites.
"It's fairly well established that social media is a channel that businesses must participate in, leaving CEOs with the new challenge of planning and implementing brand aligned initiatives enterprise-wide," said Veronica Fielding, president and CEO of Digital Brand Expressions.
Of the companies that do have some kind of social media plan, only 69 percent have set up a tracking method to measure ROI of such activities and 71 percent plan for ongoing monitoring of brand reputation.
"This leaves the majority of organizations exposed to problems arising from employees saying the wrong things in the wrong ways to the wrong people at the wrong time," according to the report.
I guess this is where my fellow classmates and I come in once we get into the working world. I find this information interesting because those of us who have headed up the social media of on-campus organizations have has to create social media plans.
I have seen companies use their social media to effectively market themselves. LACMA, in my opinion, has done a great job at this, but not every product should get recognition through social media. It all depends on who your market is. I've seen companies just create a Facebook page for the sake of having one, but it seems out of place.
Social Media can be powerful, especially when the consumer can shape the brand of the compnay by using it. The company has to know how to use that to their benefit.
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