CMOs must first establish the internal resources and processes that are necessary for their companies to be successful in social marketing.
Here is a checklist to help marketers prepare for social media interactions:
–Have a strong understanding of your customers
–Do a social media audit
–Develop business processes
–Create a crises response plan
–Create qualified roles
–Develop the right organizational model
–Have education programs
–Create a measurement strategy
–Have the mindset to “fail fast.”
Jeremiah Owyang, a Web strategist, is partner, customer strategy, at Altimeter Group.