In terms of strategy, it’s not so young that anything goes. Though there are new channels popping up constantly and experimentation is always encouraged, there are established best practices for brand managers.
At the same time, it isn’t as seasoned by time as a discipline like traditional public relations. For most marketers, there are well-respected guidelines about how, where, when and why PR should be brought into the mix.
When it comes to social media as a marketing tool, many brand managers have worked through the awkward junior high years of defining their social identities. The majority (92 percent) of marketers reported in a Social Media Examiner survey that social media is important to their businesses, but many are still trying to grow their online practices into sophisticated, functioning resources of their organizations.
Recently, Meltwater and Forrester webinar presenter Samantha Nao advocated for investing time and resources into gleaning actionable nuggets from social data.