How To Outsource Your Social Media Marketing

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MELISSA MACK SOCIAL media is tweeting around the globe, yet marketing experts are conflicted over whether it has any real clout for advertisers. UniSA's marketing science professor Byron Sharp claims the average tweet reaches just 12 people, while Hughes PR's digital media consultant Michelle Prak says the reach is into the thousands. Brands with successful campaigns such as Old Spice or Ford in the US have driven the hype surrounding social media. But Sharp repeats his reservations. "Just because successful companies are doing it does not make social media marketing effective," he says. "There are a few success stories but success stories always get a lot of attention, while the many more disappointing case studies are swept under the carpet. "There are plenty of social media marketing zealots, who say ridiculous things like TV advertising is dead." Sharp runs UniSA's Ehrenberg-Bass Institute for Marketing Science, which is researching the reach of social media. He describes social media as "just another fashion trend". "Marketing science tells us that brands need to reach all category buyers over and over. "This is what makes media like TV so valuable, it is vast and fast -- delivering a lot of reach quickly, at low cost per contact." But social media is highly fragmented making it impossible for a campaign to be guaranteed reach, Sharp says. "We just have to pray that we go viral. Few brands have more than one million Facebook fans globally." He says if marketers look ...
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4 thoughts on “How To Outsource Your Social Media Marketing

  1. edkcoaching

    Awesome advice, Laura. The human interaction is absolute KEY – and I’ve had too many experiences with companies who are really missing this. Love your videos – awesome business tips – thank you!

  2. ameliaberlin

    I like your videos and love your tips, but I don’t agree with you. Contrary to your opinion. For me it’s absolutely necessary that the Social Media responsible person have technological skills and this person should also know how to use the Social Networking tools. I am currently working in this field with a person without this knowledge and I must affirm that we are waisting too much time teaching this person how to use the technological resources. It’s a nightmare!! Regards from Germany!


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