Social media marketers 'should set goals'

15:00 30th December 2009

Online marketers incorporating social media in their campaigns should set goals and work towards them, it has been asserted.

Blogging for Search Engine Journal (SEJ), commentator Samir Balwani said firms looking to build a presence on these types of sites need to conduct adequate planning.

He pointed out that the better knowledge a company has of social media, the less likely it is to make mistakes.

Errors spread across the internet like wildfire, which could negatively affect brand image, the correspondent explained.

He advised marketers to seek the recommendations and expertise of other professionals in the field to determine what may work for their project.

Mr Balwani remarked: "How are others in your industry doing? Why did their campaigns work? How can you recreate their success without copying them verbatim? Is social media for you?"

He concluded that those who do not answer these key questions could be putting themselves at a disadvantage.

Earlier this month, SEJ columnist Jordan Kasteler said social media is an important tool to be used when trying to gauge consumer opinion of a company or brand.

He pointed out that it has similarities with billboards, print and radio advertising as it can help to build brand awareness.