Social media strategy is a topic that's front and center on almost every executive's mind. Everyone knows the social world is a critical channel for marketing, sales, and customer service. However, there is no silver bullet or how-to manual for success in the social sphere.
The complexity of the space is represented visually in this infographic from Buddy Media that has gone viral.
With so many players in the space, it's no wonder people get confused about how to approach social media. There are so many facets and vendors out there to choose from, many with conflicting goals. And no one knows if theses companies will gain traction with consumers or fall to the wayside. It's social media soup.
Based on 1to1 media's coverage of the social media space over the years, we've seen that success happens most often when companies do two things:
1. They have a strong understanding of their customers and their needs.
2. They have a clear vision of how to use social media as part of the overall customer experience strategy, not a standalone initiative.
With those pieces in place, the complex social media ecosystem gets a little more simpler. It then becomes a question of finding the right offerings to serve customers better, rather than convincing customers to use products. A customer-centric view of social media strategy is the only way to get through the clutter.