Drew Neisser, CEO of the boutique social-media marketing agency Maverick, interviewed some trailblazers in the field and put together some resolutions on Fast Company blogs, for marketers to adopt this year:
–"I will have a systematic means of measuring marketing effectiveness." The need for meaningful metrics has never been greater, and you need a scorecard to assess how you're doing.
–"I will seek power partnerships." Multibrand programs are growing in which several brands coalesce around an idea bigger than what any individual company could do, stretching their dollars and reaching new targets.
–"I will aggregate high-quality content from all my constituents." You want consumers to provide you with social media content, but it's important that you set standards so it's not a tide of mediocrity or irrelevancy.
–"I will carefully cultivate my customer community." There are many benefits to be gained by companies that actually engage their customers, including speed, agility, better decision-making and reduced risk as you check ideas before full commitment.
–"I will think of social media as more than an advertising channel." Winning companies will use Facebook and other social media not only to push out messages but also for research, customer service and other ventures customers find valuable.
–"I won't be the last one in my category to build a mobile site." Everyone has a smartphones these days, so get with it.