MarketingShepra has been running a series of articles regarding a the development of a Social Media ROAD Map. This chart below shows the average percentage of organizations using each of the social platforms listed above for tactical purposes. As MarketingShepra advocates, social media tactics should be social brand agnostic when creating your organization’s social marketing plan.
An example of an enduring tactic would be to "build and participate in a network populated by our targeted audience," not "build and participate in a Facebook fan page." To take this even further, defining participation and engagement goals will help in aligning social media efforts with specific goals and objectives.
While social media is still an emerging medium in the AEC industry, many firms lack a cohesive and integrated approach to social media. Social media requires a well-planned approach to achieve social marketing goals and truly deliver a return on marketing investment. An Executive Summary of MarketingShepra's Social Media Benchmarking report is available for download.
