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How to overcome social media challenges

By Kate Lee | 10/28/2014 | 2:11 AM

What are the three greatest challenges when it comes to social media?  A recent survey of individuals within the logistics and supply chain industries found that the three biggest challenges with respect to social media use are: time (48 percent), money (43 percent), and a lack of strategy (33 percent).

Does your company face these challenges as well?  If so, here are some suggestions on how to tackle these challenges - and come out on top:

Overcome time constraints

Prioritize and be data driven.  Track and measure your marketing metrics.  Which efforts are driving the right traffic to your website?  Which efforts are resulting in lead generation?  Customers?  If there are areas where you are focusing time and money, but are not yielding results – either rework your strategy, or eliminate them.

The survey found that 77 percent of companies within the supply chain and logistics industries use Facebook.  However, only 15 percent reported Facebook to be very impactful with respect to their business and only 35 percent reported it to be somewhat impactful.

If your efforts aren’t paying off – don’t waste your time.  Prioritize.

Tackle your budget

Data and setting priorities are important here as well.  Together they can make the use of time and resources more productive.

Another thing to consider is whether it might be more cost effective to find an outsource partner.

Strategy, strategy, strategy

Strategy is essential. A 2014 study of B2B marketers found that a strategy is a key to success.  Companies with a documented strategy in place were found to be more likely to consider their efforts to be effective than companies who do not have a documented strategy in place (60 percent vs. 11 percent).

Put someone in charge of developing a strategy and give the person the authority to make sure that it is carried out.  If you are struggling with the “how,” find a partner who can help you design a strategy that will work for you (and the time and money you have available). 

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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.


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