Social Media Marketing Assessment: Why You Need One

By May 11, 2012Social Media

In recent years social media has become an important communication channel. So much so that most businesses can no longer ignore it if they want to effectively market and sell their products and services to stay competitive in today’s world.  However, investing in this medium can be a waste of time and resources without the proper initial guidance, that’s where a social media marketing assessment comes in.

The Problem

Since social media is essentially “free”, it is very common for those businesses that are new to the channel to not be able to identify what works and what doesn’t work. Consequently, a business may continue going down the same path without correcting mistakes or realizing the full benefit of the channel.  

This is also why some businesses have trouble seeing the value of social media as it is something that they only do as time permits, without a strategy and the right investment of time and effort to make it work.

How Can a Social Media Marketing Assessment Help

A social media marketing assessment is a quick and methodical approach for gathering knowledge about your business to provide guidance to help you get started on a social media program that you can manage and measure.

A social media marketing assessment can also help businesses with current social media initiatives determine where they are in the social media lifecycle and what is the next step for them to realize the most value from their program.

What Does This Means For Your Business?

An assessment will enable you to be more strategic with the use of your time and resources when marketing in this channel. Once you know what works and what does not for your business, you will be able to invest your effort accordingly and experience continuous improvement along the way. 

What does a Social Media Marketing Assessment cover?

A social media marketing assessment should cover the following to help you plan next steps to launch a social media initiative:

  • An overview of social media objectives to help craft a plan with measurable value that helps overall business objectives.  
  • Current social media presence, activity, and the size of your audience compared to top competitors to get a picture of the competitive social media landscape
  • Current internal resources available to manage a social media program to avoid launching an initiative that you can’t handle.
  • An understanding of how upper management currently perceives social media at budget time to help craft a plan that wins financial support.
  • An overview of current formal social media processes to determine where you are and how far you need to go.

All these points should help you get started planning a social media strategy that works for you and your business.  Like his article? Sign up to get FREE updates to learn how to grow your business through digital marketing.

Eric Layland

Author Eric Layland

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