Forrester

Why Read This Report

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of "shepherd," coordinating the sharing of people, technologies, processes, and budgets. These shepherds should implement a three-phase approach: 1) help build a social organization \for marketing; 2) put guidelines in place to empower teams; and 3) create new cross-team processes. Putting the right resources in place during the coordinating phase will then help the company focus more on results and put it on an accelerated path to social maturity. This report provides interactive marketers with an effective stakeholder map for their social marketing programs and updates "Resources: The Real Cost Of Social Media Marketing" originally published August 16, 2011. Keywords: social media, resources, organization