Five Factors for Selecting Social Media Marketing Tools

Ideally, marketing executives would not need to read this article. They would just set objectives, lay out their marketing plans and identify the right tools for the job. This rarely happens, however. Instead, you tend to hear such claims as, “We’re going to do social media marketing,” “We need to be on Facebook!” and “Our company has to go social.” What follows is the crafting of tactics around a baseless desire to use certain tools, with no relation at all to your overall marketing strategy.