Herding Cats

One of the top marketing challenges that marketing managers

and executives face today is to better understand social media

and its promise as a marketing platform. The social media ecosystem,

including traditional platforms such as Facebook and

Twitter and upstarts such as Instagram and Snapchat, have

evolved significantly over the past 10 years; so much so that

keeping pace with the latest social media platforms can seem

like herding cats.

Inside, the authors provide a timeless perspective on how to

create, manage, and measure social media content to help you

craft a more strategic approach to your social media efforts.

They simplify the concept of branding and advertising (fueled

by social media) so you can focus on fostering customer engagement;

craft your organization’s unique story; tell that story

strategically via social media channels; organize, manage, monitor,

and measure those efforts; identify key metrics and measure

the performance through analytics; and understand the extent

of change brought on by digital and social media related to how

you engage your customers.