Senior managers once viewed social media with suspicion; these days, writes Robin Neifield, they're more likely to demand major social-marketing efforts without fully understanding the challenges posed by such campaigns. To manage the C-suite's expectations, it's essential to sketch out a realistic social-media road map and explain that not all social campaigns are successful, Neifield writes. "You can't reasonably plan to get viral uptake -- so don't plan on it," she adds. "It is as much a strategy as a lottery ticket is a retirement plan."
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