Social media is an important part of the mix for most marketers these days, whether you work in B2B or B2C, brand or agency. You might be a specialist who focuses entirely on social, or it might just be one of many channels you have to manage as a marketing generalist; either way, staying on top of social is a real challenge.

In our latest eBook, we’ve covered everything marketers need to know about social media , to help you understand how to use it to generate real value for your business. If you don’t have time to read the whole thing, this blog post summarizes the key points.

Social has been around for well over a decade and is beginning to mature as a marketing discipline, but by its very nature we see constant innovation, both in terms of the platforms and features available, and how consumers use them. No surprise, then, that 25 percent of marketers still say that creating a cohesive social media strategy, and almost as many say that community building is their biggest social media challenge.

First, listen

So how do you make a start? The first step is to understand which social channels are most important. Sure, you’ve heard of all the big names, Facebook, Instagram, Twitter, Snapchat, YouTube, Linkedin – but where should your brand be? Answering that question takes research and analysis, you need to understand where your customers are, and it’s never a good idea to make assumptions about that. Understand who your customers are, and then spend some time finding out which social channels they use.

Social listening tools can help you find out where your audience is, but also what they’re talking about, and this is critically important. As marketers we can often be quite poor at understanding […]

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