INTEGRATE2014 Recap: Social Media Integration


When it comes to social media marketing, one size doesn’t fit all. What works for a big-name brand might not work for a start-up.


I had the opportunity to meet Keith after his afternoon breakout session, “There Is No Top 10 List For Social Media Marketing.”

Here are the three tips Keith Quesenberry presented during Friday’s afternoon breakout session, “There Is No Top 10 List For Social Media Marketing”:

1. Identify your marketing goals and digital KPIs (key performance indicators).

-Set business goals, marketing objectives, and media metrics. For example, if your goal is to sell more stuff, and your objective is to drive visits to an e-commerce platform, then your media metric might be to count click-throughs from social platforms.

2. Determine your target audience, where they’re talking online, and what they’re saying.

-What kind of social media users are they: Critics, collectors, creators, or spectators?

3. Engage the target on their social platforms with meaningful branded content in a way that leverages each platform’s key capabilities.

-Social networks, content posting, ratings/reviews, and social distribution are all options for engagement.


What was the key thing you learned in this session?

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3 Responses to “INTEGRATE2014 Recap: Social Media Integration”

  1. Valerie Lee Ater Says:

    You said it in your first sentence,” One size doesn’t fit all.” Additionally, within the “identity of marketing goals” the concept of perception change and how social media engages the consumer to interact with a brand or company to facilitate change. The example of “my Starbucks idea” was one that I had never heard of before- perhaps because I am not a loyal Starbucks customer.

    The concept of change of perception was also illustrated in the earlier General Session with David Higdon as he showed not only a change in the perception by driver Kyle Busch in regard to a new concept car ( which was then reflected by Tweets) but also change in perception regarding NASCAR in general by marketers and media gurus.

    A great follow-up and reinforcement session to both of the General Sessions.

  2. Rickie Rose Says:

    This session contained everything we learn in IMC. We learn to set objectives, tactics, and strategies. We learn to know, understand, and love our target audience. Keith presented a presentation of what we do and what we know of IMC. Social media is evolving and changing on a daily basis and we need to be aware of these changes rather than try to contain it and control it- let it grow and blossom.

  3. Jerome Brown Says:

    Identify your marketing goals and digital KPIs: Such an important first step. If you don’t know what you are measuring and why then how do you know if you are succeeding? Key Performance Indicators give you the information you need to have in order to justify your efforts and to know when tactics need to change.

    When it comes to determining your KPIs, don’t be afraid of attaching multiple KPIs to a single objective. I know a number of organizations who even go so far as to weight their KPIs so some have a larger influence on determining success.

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