- Forrester Councils
- Councils Overview
- log in
Posted by Nate Elliott on August 12, 2013
Today, social media is part of nearly every marketer's strategy: More than 90% of the marketers we survey are already using social tactics.
But the sobering reality is that nearly a decade into the era of social media, more social marketers are failing than succeeding. Why? Because of a problem we call “social exceptionalism.” Rather than regarding social media as just another marketing channel, marketers act as if social is somehow unique:
The solution to this problem? You must integrate social media into the marketing RaDaR model and understand how it supports each part of the customer journey — not just offering engagement but also enabling discovery and supporting exploration and purchase. In fact, social marketing tools and tactics can offer value at every stage of the customer life cycle and can support reach and depth and relationship:
In the end, social tools and tactics can support every layer of the marketing RaDaR. But to succeed you have to fight social exceptionalism. Social media will become most valuable to marketers when we blend it into our marketing programs rather than making it stick out.
For much more detail on our vision for how social can support great marketing programs, see our new report Integrate Social Into Your Marketing RaDaR, the lead report of our Social Marketing Playbook. If you want to get hands-on with these ideas and learn how to apply them to your business, we're hosting a workshop called Unlock The Potential Of Social Marketing in San Francisco on September 18, 2013 - you can register here.