The social media leap: integrating social media into marketing strategy
Date
2010
Authors
Nelson Field, K.R.
Klose, G.
Editors
Fellows, F.
Deborah, D.
Deborah, D.
Advisors
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Conference paper
Citation
WM3 2010 ESOMAR world research conference, 2010 / Fellows, F., Deborah, D. (ed./s)
Statement of Responsibility
Conference Name
Your Audience = Media Consumer + Generator (17 Oct 2010 - 19 Oct 2010 : Berlin, Germany)
Abstract
With numbers of unique visitors to social media sites growing by the millions near daily, it is not hard to understand why marketers are becoming more enamoured with the idea of social media as a staple in their media mix. Yet while most recognise its value, the transition from traditional media to social media is relatively slow. The purpose of this paper is two fold: a) to document current practice in terms of social media integration into business strategy, and b) to map a path for social media uptake, with some suggestions for best practice. This paper, and its recommendations, is different from other industry “how to’s” in that it draws on existing tested knowledge of how buyers behave and how advertising works and mixes it together with social media insight as collected from literally hundreds of industry opinion, articles and reports. As such, the data described in the paper is grounded in knowledge from both literatures and will be very practitioner-oriented in its approach.
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Copyright 2010 ESOMAR