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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever by Ric Dragon

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CHAPTER 4ENVISIONING RESULTSFOCUSING ON DESIRED OUTCOMES

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SOCIAL MEDIA AND THE ORGANIZATION

In interviews and discussions with social media leaders in dozens of companies and agencies, one message I heard repeatedly is that social media, even marketing in general, is too often implemented without strong ties to organizational vision, goals, and objectives. Marketers need to maintain vigilant focus on desired outcomes.

As marketers, we might belong to an organization where values and purpose are driving forces, or we might belong to an organization that is more focused on next quarter’s financial returns. If we’re fortunate enough to belong to the ...

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