Article Highlights:

• The internet's share of total media spending will continue to rise, from 15 percent in 2010 to 20 percent in 2014
• Display -- banners, rich media, and video -- remains a bright spot within the online ad ecosystem
• Tied into the shift away from traditional forms of media advertising is an increased emphasis on branding

The Ingredients of Social Media Communications Plans

The Digital Brand Expressions report that found that those who are approaching social media with a plan find that needs, concerns, and outcomes outweigh the current scope of activities. The study found that logistics contributed to visibility, but insight was absent from investing in presence. Most notably, resource allocation guidelines, registration of branded usernames in social networks and competitive research were among the top ingredients of a social marketing plan. Other tactical elements include:

71% establish metrics to measure ROI, which is in direct contrast with a previous study by Mzinga that found that over 80% of companies were not measuring ROI.

52% plan for ongoing monitoring

45% develop social media protocols and policies

39% create and distribute guidelines for professional and personal social media use

At the bottom of the list, we see that only 29% of businesses are introducing protocols and policies for the usage of social media by specific departments. As this is the socialization of business, multiple divisions will embrace social media at any one moment, from sales to service to HR to sales and marketing and everything in between. Social media indeed reveals the true 360-degree opportunity. The social consumer is many things to brand snow and over time. And, to expect one representative or facet of business to track and engage with influential individuals in active and expansive networks is narrowing.

The question as to who owns social media is universal. Ownership begins within the team where social media championship is concentrated. As experience matures, social media extends and in many cases, “socializes” each sector. At the moment however, a land grab is in full effect with marketing taking the lead as the area responsible for the creation and management of social media plans. In fact 71% of respondents stated such with communications representing 29% , the executive team accounting for 16% and sales and IT tied with 10%.

The deal with Amazon follows Facebook’s announcement that it would allow publishers to contact users who ‘like’ a particular story - another development with significant implications for marketers.

Dragonflies have a unique ability to maneuver in multiple directions during flight due to the fact that their four independent wings work in unison.

This visual was inspired by The Dragonfly Effect – Quick, Effective, Powerful Ways to Use Social Media to Effect Social Change written by Jennifer Aaker and Andy Smith. I love the dragonfly concept and thought it also represented the perfect metaphor for connecting the major elements of social media strategy:

1. Social Environment
2. Strategic Planning
3. Tactical Implementation
4. Ongoing Management

Analysts always grasp for analogies to explain Facebook’s tortured relationship with its users. Facebook has been called the sterile suburbs to the gritty urban Internet; it is a “walled garden” in the organic messiness of the Web; it is Russia under Vladimir Putin; it is (and this one stings in tech circles) today’s AOL.

But perhaps the most telling metaphor compares Facebook to the other companies lurking at the bottom of the American Customer Satisfaction Index: cable companies, wireless telephone service providers. Utilities. Here are services everyone uses, no matter how much people dislike the companies that provide them.

Danah Boyd, a social media researcher at Microsoft and a fellow at Harvard University’s Berkman Center for Internet and Society, argues that Facebook fits that mold.

If you are interested in Digital & Social Strategy you’ll want to bookmark 25mins to watch this video (or flip through the Slideshare pres below), it’s the keynote presentation by Alexandra Wheeler (Digital Director of Starbucks) that opened the recent Social Media Influence 2010 conference in London. And for those of you who don’t know, Starbucks was the first consumer brand to reach 10 Million fans on Facebook… you thought it was coke right?

The complications arise when you realize that every business has its own definitions of value, and of total expenditure. In order to really measure your return you’ll need to really nail down your costs and create an ongoing measurement model that can be applied to all your social media campaigns.

First, you’ll need to define exactly what ‘total expenditure’ implies.

There’s certainly a common myth that social media campaigns are free to run. Well, it’s true that setting up a Facebook page and sending tweets won’t cost a penny, but hiring someone to do that for you? 

As with any campaign, you’ll need to run some fairly complicated breakdowns to ensure you aren’t caught out by hidden costs.

Here are four main areas you’ll need to consider:

1. Staff Costs
2. External Fees
3. Advertising
4. Other

If you want an effective multichannel marketing presence, then in many cases you'll need to initiate a complete organisational shift. From boardroom to basement, success rides on an open and transparent approach that encompasses everything from customer service to marketing strategy.

It sounds like a tall order, but if you take time to examine how and where others have failed then a clear pattern quickly emerges. Ultimately, it’s down to attitude.

Let's examine some of the most common mistakes:

1. Lack of planning
2. Lack of integration
3. Lack of authenticity
4. Lack of trust
5. Lack of monitoring

Togetherville is a social online community for families where parents create safe online neighborhoods for their kids (under 10) to play and connect with the real-life friends and family they already know and trust. Best of all, it's fun and it's free.

Today's kids are growing up in a world that requires a whole new set of skills to become responsible digital citizens. In Togetherville, your kids learn much more than computer skills: they explore how to be creative, express themselves and learn in a fun, interactive and ad-free way. We help them use technology to connect with the important people in their lives - safely and responsibly.

To keep your child safe in Togetherville, we give you complete control over the kids - and grownups - who interact with them online. Because Togetherville neighborhoods are built from your own social network, there is no way anyone anonymous or unknown can ever interact with your child.

HOW IT WORKS

Togetherville mimics adult social networks in a kid-appropriate way. Each neighborhood is built around each specific child and remains closed to outsiders. Kids have their own profile pages, complete with their photos. In Togetherville, kids can

• play games and brainteasers
• watch videos
• create artwork
• send and receive gifts
• update their status with pre-screened text phrases, called "quips," such as "Who is going to see Diary of a Wimpy Kid?" and "Aced the test. Oh yeah!!"
• send "safe" messages to friends
• and comment on or "Like" their friends' activities.