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Integrate Social Into Your Marketing
by Nate Elliott, Kim Celestre, and Zachary Reiss-Davis, August 7, 2013
Social Marketing Is Ubiquitous, But It’s Not Pulling Its Weight
Nearly all US marketers say they’ll use social media in 2013, spending nearly $5 billion.
But many aren’t getting much value from their investments. Some have found that their
social efforts are simply a waste of money; others (including Best Buy and Pepsi) have
discovered that their social media obsessions were endangering their businesses.
“Social Exceptionalism” Is The Problem
Why isn’t social working for marketers? Because rather than recognizing that social is just
another marketing channel, many see it as unique. Some marketers keep social
completely separate from the rest of their marketing efforts; others ask social to carry the
weight of an entire marketing program; most use unproven metrics to track performance.
Use the RaDaR Model To Integrate Social Into Your Marketing Plan
The key to success is finding ways for social media to support your marketing program
rather than vice versa. Social tactics can support reach and depth and relationship, the
three layers of what Forrester calls the marketing RaDaR; marketers must determine
which part of their RaDaR needs the most help and choose the social tactics to match.
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