Marketers’ social-media plans miss the mark


Following on from reports suggesting that most social marketers lack any coherent strategy, eMarketer reveals that even marketers that do have plans in place tend to take a scattershot approach that neglects their core goals. More than two-thirds of marketers say they need a unified, companywide approach to social media, but less than a third say their social strategy directly addresses that goal; similarly, nearly three-quarters of marketers want to use social media for brand management, but barely half specifically include brand-management in their strategic plans.  eMarketer

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