Social Enterprise

Managing the Social Media Mix

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Executive Summary

The growth in social media has overwhelmed many marketers. Things are moving so fast that many brand managers stay busy keeping tabs on the latest developments and trends, with little time to look at the mix of social media being put into the market.

The term 'marketing mix' refers to how a company allocates resources across the four Ps of marketing: placement, price, product, and promotion. The 'social media mix' approach outlined in this white paper applies the same resource allocation concept to social media to determine how a company should allocate information to Twitter, blogs, Facebook, e-mail, and other social marketing outlets. This white paper provides a step-by-step guide for determining your strategy - and the proper mix of marketing channels - in social media. With it, you can use the time you have to efficiently define a balanced social media mix.

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