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Lee Odden

Strategic Approaches to Social Media Marketing

Tuesday, March 25, 2014

The eternal debate in marketing: Strategy before tactics vs. Tactics to develop strategy.

So many companies have become comfortable reacting to industry trends and competitors with tactics, that they end up with wasted effort, poor performance and plenty of frustration. This is especially true in the world of social media marketing as companies roll out social media tactics only to be left wondering in 6 months what the ROI is.

Answering Why, for Who and with What tactics is essential for any marketing initiative. A confident and clear sense of purpose is highly motivating and inspires more meaningful and effective marketing.

I've always put stock in taking what you know (data, experience, research) and developing a hypothesis about how you will achieve business objectives for a certain audience using a set of tactics. Then conduct proof of concept experiments while you roll out the larger strategy. The data you collect will help optimize the larger strategy as well as the effectiveness of your tactics.

But that's just me. What about other social media marketers? What do they think about social media strategy? Here are strategic perspectives from 5 social media smarties you'll really want to listen to that are presenting at this week's Social Media Marketing World conference:

Mark Schaefer

Mark Schaefer @markwschaefer
Executive Director, Schaefer Marketing Solutions

Where is Social Media Going?

We can debate the pressures on platforms, distribution of content, and the resources needed to keep up with the latest technology, but I think there is something very simple, something very fundamental, that will set a chosen few apart:

Are you human?

Isn't that the essence of how this online world started, why we love social media, and what people expect if you are going to build trust and loyalty? And yet, this is getting increasingly lost in a world preoccupied with traffic, search rankings and automated marketing software.

Can you make a real connection that will stand out in an increasingly noisy world? That is a key to business success in the future, as it always has been in the past.

Matt Gentile

Matt Gentile @mattgentile
Global Director, Social Media, Century 21

Learn & Manager Your Brand Voice

How do you learn the voice of a brand and how do you manage it?

It starts by understanding the culture, history, mission and vision of the company. It is the people who make up the brand's voice from the mailroom to the boardroom. To do it well, it requires commitment, time and the ability to listen. Today's consumer demands authenticity, you can't fake it.

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About the Author:
Lee Odden is the CEO of TopRank Online Marketing, a provider of innovative Internet marketing consulting for progressive B2B companies ranging from Marketo to PRWeb to McKesson. Odden has been recognized for his expertise with enterprise social media, SEO and content marketing strategies by The Economist, Advertising Age and Mashable. He writes a monthly column called Social Media Smarts for ClickZ and his blog at has an active community with over 46,000 subscribers, 12,000 Facebook Fans and has been rated the #1 Content Marketing blog 3 times by Junta42. He is also the Author of "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing" published by Wiley.
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