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Social media works when part of the plan

10 September 2009

Ross Taylor, group digital director, Creston

While I firmly agree that Twitter campaigns need to be relevant and entertaining rather than just gimmicky, it’s crucial brands develop a specific strategy around their use of Twitter.

An ad hoc approach of running short competition-based campaigns is essentially futile. If brands want to conquer social media engagement, they must include it as part of their overall planning process, aligning it with both the company’s and target consumers’ requirements.

Readers' comments (1)

  • Marc Munier | Thu, 10 Sep 2009 1:47 pm

    A well thought out plan grounded in solid marketing principals is essential to be successful, its the same with email, social or any on or off-line activity.

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