Don’t Post Without a Plan – Build One with These 11 Essential Elements

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February 2014
by Neal Schaffer

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Most businesses need a structured road map to create and manage successful social media programs. But to their detriment, strategy is lacking in many organizations. In fact, a recent survey showed that creating a social media strategy is still a major concern for 83 percent of marketers.

Without strategy, here’s what happens:

Individuals from different departments tweet at will, using the company’s official handle. Some of these 140-character messages are loaded down with cumbersome language from the company’s Web copy guidelines; others are peppered with abbreviations like “u,” “r,” and “2.”

On Facebook, users who “like” the company’s page find that their newsfeeds are bombarded with promotions, surveys, and so-called news….IBPA Members – Click here to view the full article (login required).

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