Is the strategy aligned with the brand and overall marketing plan?
An interactive social media strategy should be created and executed in proper alignment with the overall brand strategy. Keeping in mind that social media is based on two-way dialogue, companies must ensure that the brand identity is upheld and in each and every interaction. Like any medium, desired messaging must be consistent with other components of the marketing plan. Social media should not be a standalone strategy, where possible companies should consider integrating it with other mediums. For example, a print ad could drive people to a Facebook fan page, with a proper incentive that consumers find to be of value. 2. How will the social media efforts be measured? As with any marketing strategy, metrics are important. While it is always valuable to determine ROI on a given campaign, social media measurement should be considered a bit differently. Effective social media engagement strategies rely on word-of-mouth. As such, companies need to monitor the conversation that is occurrin
