هزینه های اجتماعی: مدیریت ترکیب رسانه های اجتماعی

There is incessant demand for ‘proof’ of return on investment (ROI) for social media spending, and a significant degree of uncertainty among marketers with respect to allocating effort and budget to social media. In this article, we address these issues by identifying different ways that organizations use social media, highlighting important distinctions in these approaches and describing how to frame the spending decision for social media. Additionally, we identify dimensions that can be used to differentiate important types of social media in a social media mix, and relate this to tactical marketing execution. We also highlight the different nature of social objectives, the ‘backward’ process for meeting them, and the importance of establishing a social media ‘mission control’ as part of that process.

Social media is neither a perfect substitute for traditional marketing, nor is it one-size-fits-all. Marketers can effectively use social media by taking their message directly to consumers and focusing on traditional objectives. In this process, they should recognize distinctions in elements of the social media mix and act in accordance with marketing objectives. It is also important to recognize that social media has properties which—at least, to date—empower consumers and give them influence, enabling relationship building between organizations and individuals. This calls for a more ‘social’ approach to engaging the digital social space. Recognizing the newness of this to organizations, we have herein provided frameworks that should allow for thoughtful resource allocation to social media efforts and campaigns.