Mastering Social Media

| Point of View

Manage social media as part of an enterprise-wide strategy.

Social media is the current buzzword in marketing and IT, and generating a significant amount of both interest and hot-air. The reality is that social media does not represent a revolution in marketing or customer engagement but it does represent a significant evolution, and one that presents businesses with greater opportunities. In order to really leverage social media, organizations need to stop looking at it as a separate world and look at how the normal processes of customer identification and acquisition can be extended to incorporate the social world. Treating social media as another enterprise information asset and incorporating it into the overall enterprise information map will deliver the benefits expected from social media marketing but even more so, will enable the collaboration of physical, electronic and social marketing, and provide risk and servicing areas with better information on the customer and how they behave.