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Social Media Marketing by Alan Charlesworth

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CHAPTER 7

Conclusion

I keep six honest serving men (they taught me all I knew); Their names are What and Why and When and How and Where and Who

7.1 Ticking the Marketing Boxes

When it comes to social media marketing, too many organizations do little more than tick the boxes in the check list they found in some book or guru’s website. The problem with check-box lists is that once the box has a tick in it, senior management pats itself on the back and proclaims to anyone who will listen that they have managed all of these boxes being checked—but they don’t really care if each job has been done effectively. To do so might be to uncover the fact that they have actually managed nothing. It is this kind of strategic management that gives rise to ...

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