Blog Post:Social media is still a young industry, says Jeremy Waite, Adobe’s head of social strategy for EMEA. He’s right. A few years ago many of us were only dabbling with MySpace, Twitter and Facebook. Now we have even more social platforms to choose from like Pinterest, Instagram, Tumblr and Foursquare. There are even regional platforms like VKontakte in Eastern Europe or Weibo in Asia. We’re dedicating more of our marketing budgets towards “engaging” on these platforms, and hiring people or agencies with job descriptions that didn’t exist two years ago. But what do you actually want to achieve from social media? Different areas of your business want likes or engagement or a customer service platform, but until social has a central place in your business it’s not likely to succeed long-term. How much are you spending on social? 3-5% is fairly average, but according to Waite, the best brands spend 12-25% of their marketing budgets on social media. Waite has developed a simple model to help digital marketers develop a 360-degree approach. The “Like-Cycle” from Adobe is based on real experience with the biggest brands such as Amazon, Burberry and Nike, and helps digital marketers tackle the top 5 challenges most businesses face in social media:

The Like-Cycle from Adobe

The Like-Cycle applies to more than just Facebook – as digital marketers we should be trying to build a people-focused strategy not a social network-focused strategy. After all, we’re there for the people not the platforms. [caption id="attachment_622" align="aligncenter" width="454"]Like on average 40 brands – 2012 Like on average 40 brands – 2012[/caption] The scary statistics are out there, but with a strong strategy based on an understanding of data and intelligence your social media program could beat the odds. Download the “Like-Cycle” from Adobe (white paper) now.    
Author: Date Created:21 May 2013 Date Published: Headline:What do you actually want from social media? Figure it out with the “Like-Cycle” Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/05/Adobe_Blog-Header-images_1640x920_4.jpg

Social media is still a young indus­try, says Jeremy Waite, Adobe’s head of social strat­egy for EMEA.

He’s right. A few years ago many of us were only dab­bling with MySpace, Twit­ter and Face­book. Now we have even more social plat­forms to choose from like Pin­ter­est, Insta­gram, Tum­blr and Foursquare. There are even regional plat­forms like VKon­takte in East­ern Europe or Weibo in Asia. We’re ded­i­cat­ing more of our mar­ket­ing bud­gets towards “engag­ing” on these plat­forms, and hir­ing peo­ple or agen­cies with job descrip­tions that didn’t exist two years ago.

But what do you actu­ally want to achieve from social media?

Dif­fer­ent areas of your busi­ness want likes or engage­ment or a cus­tomer ser­vice plat­form, but until social has a cen­tral place in your busi­ness it’s not likely to suc­ceed long-term.

How much are you spend­ing on social? 3–5% is fairly aver­age, but accord­ing to Waite, the best brands spend 12–25% of their mar­ket­ing bud­gets on social media.

Waite has devel­oped a sim­ple model to help dig­i­tal mar­keters develop a 360-degree approach. The “Like-Cycle” from Adobe is based on real expe­ri­ence with the biggest brands such as Ama­zon, Burberry and Nike, and helps dig­i­tal mar­keters tackle the top 5 chal­lenges most busi­nesses face in social media:

The Like-Cycle from Adobe

The Like-Cycle applies to more than just Face­book – as dig­i­tal mar­keters we should be try­ing to build a people-focused strat­egy not a social network-focused strat­egy. After all, we’re there for the peo­ple not the platforms.

Like on average 40 brands – 2012

Like on aver­age 40 brands – 2012

The scary sta­tis­tics are out there, but with a strong strat­egy based on an under­stand­ing of data and intel­li­gence your social media pro­gram could beat the odds.

Down­load the “Like-Cycle” from Adobe (white paper) now.