In This Chapter
Social media optimization (SMO) is a key strategic component of digital marketing. Until recently, many firms focused their digital strategies on search engine marketing. In today's environment, social media has taken center stage.
As with any significant marketing initiative, the success of your social media strategy depends largely on good planning and effective execution. Before you get to the execution stage, however, you need to get the resources of your organization on board. You need to build a consensus for social media, and you need to get buy-in from management.
This chapter shows how to build a business case for SMO and explains how effective social media management can deliver significant benefits to your web marketing strategy.
Although a number of companies have tried social media in some form, many have failed to commit the resources it takes to do it well. Often, the problem isn't a lack of awareness of social media; rather, it's lack of belief that a commitment of resources will deliver results. Facebook, Twitter, YouTube, Pinterest, Vine, Vimeo, Instagram — the list goes on and on and on, and it is easy to understand why the doubters have their doubts. The scope of the topic is a bit much to grasp, and it's natural to think that getting anything done is going to take a tremendous ...