Marketers' social-media plans miss the mark

06/24/2010 | eMarketer

Following on from reports suggesting that most social marketers lack any coherent strategy, eMarketer reveals that even marketers that do have plans in place tend to take a scattershot approach that neglects their core goals. More than two-thirds of marketers say they need a unified, companywide approach to social media, but less than a third say their social strategy directly addresses that goal; similarly, nearly three-quarters of marketers want to use social media for brand management, but barely half specifically include brand-management in their strategic plans.

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