Engaging in Social Media (ANA Today Insights)

The Association of National Advertisers (ANA) is the advertising industry’s oldest trade association, founded on June 24, 1910 in Detroit, Michigan by 45 companies to safeguard and advance the interests of advertisers and consumers. ANA Today Insights is a newsletter that provides market information on indispensable business insight, collaboration opportunity & industry advocacy. Visit the ANA web site for more information and how to become a member.

In a world dominated by social media every marketer is now a publisher and every publisher is now a marketer. Mass socialization is taking place, with consumers spending more than six hours per month engaged in social media. Fifty-five percent of U.S. adults have a Facebook page today. This rise in consumer conversations means that people are listening to what brands say and how they respond to consumer issues online. When organizing internally for social media, marketers have to first fight the myth that it “can’t be done.”

• The first step is to take a critical look at the social media landscape and any available data, and then educate internally.
• Next marketers must build a comprehensive digital strategy, a framework to deliver that strategy that is specific to the brand, and a usage policy.
• Finally, marketers must execute and activate these strategies in a way that makes sense for the brand. Only join conversations that are relevant.

Find out exactly how Del Monte implemented its social media strategy with the three-step process.