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SpinDistribute.com Article Directory

The following article was published in our article directory on February 16, 2011.
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Top 10 Challenges Faced by Social Media Marketers in 2011

Article Category: Internet

Author Name: Karen Lynch

Social media presents many new challenges for marketers, ranging from a lack of resources to internal governance issues. The best way to avoid these potential pitfalls is to be prepared.

With that in mind, here's a list of the top 10 challenges you can expect as a social media marketer in 2011.

1. Resources – A lack of qualified resources is the number one challenge faced by most social media marketers, according to recent surveys.

2. Return on emotion – How can you determine, even predict, what is the right level of emotion to expect in return for your investment in social media?

3. Knowledge base and learning curve – Each social media community has its own rules of engagement, making it easy for a novice to make a small mistake that could have big repercussions. And not all so-called social media experts are well-versed in the finer points of all of them.

4. Credibility – Just like the new kid on the block, you don't enter social media with instant credibility. As we've seen, even household brands can fail miserably if they don't take a cautious and thoughtful approach to their social media strategy.

5. Privacy – One of the biggest ethical issues marketers of our generation face is data collection. Just because users share information with us, or we can track user behavior, should we? And if we do, how will we protect it, share it and use it?

6. Measurement and evaluation – Proving the value of your efforts is a challenge every marketing and PR professional is tasked with. Because social media is still evolving, solid quantitative data that supports the ROI of your effort may be hard to come by.

7. Tools – Social media is still evolving, and so are the tools that we use to participate and evaluate. Sites like CoTweet enable a team to manage multiple Twitter accounts by assigning tasks and scheduling future tweets. Others like Bit.ly give us the ability to track our promotions. Finding and using better tools will enhance your performance in the social media space.

8. Integration – One company that's done well integrating social media efforts is Southwest Airlines. Its "Bags Fly Free" program was well integrated into social media, and at all levels of the organization.

9. Governance – Understanding where social media fits into your company's organizational structure may also be problematic. Is marketing or public relations responsible? Or do you need a separate department?

10. Culture – Participating in social media successfully requires a degree of authenticity and transparency that often conflicts with an organization's corporate culture. In a recent in-depth study by SmartBrief, ½ of business managers cited confidentiality as a concern when it comes to adopting a social media strategy. In order to realize the benefits of social media, therefore, you must find the optimal balance. An organizational shift in thinking may be required, and this is never an easy or quick goal to achieve.

Keywords: social media marketing, social media consulting, social media consultants

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