Shaping Social Media for Large Enterprises: The Pros and Cons

Social media marketing is frequently the topic of misunderstanding. At times speaking different languages and having divergent goal alignment, social media marketers and corporate management can fail to reach consensus. Add to the mix the fact that social media channels are dynamic and evolving, and you can see that a marketing endeavor employing them requires crafting: there is no one-size-fits-all social media marketing scheme. Like any marketing effort, there are advantages and disadvantages to using social media. Understanding how social media works, how participants interact, is critical to keeping your enterprise agile. Why Bother With Social Media The answer: a quarter of the globe uses it. Before you say ‘fad’ let’s look at the data. In 2011 Regus[1] conducted a survey of more than 17,000 senior managers and business owners in 80 countries. Social media marketing was found in general to be a useful business tool. 74% of those queried considered social media to be essential for success. 7% increase of companies finding new clients through social media compared to the year previous. Across the globe 5% of businesses using social media to obtain new business saw increased profits; 6% experienced increased revenue compared to companies not prospecting through social…

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