What questions should every CEO ask his CMO about social media?

Questions I've been asked so far: 1. How does our social media strategy layer into our key... read more

Asked by:
Cassidy Poon
Cassidy Poon Head of Digital & Social Media at LogicalTech Group
Kevin Dam
Kevin DamDigital Marketing Strategist at E-Web Marketing (Platinum CMO)
Hi Cassidy, The CEO should have the big vision on top as to where s/he wants the company to go. Only then will the questions be relevant because the answers should feed back into your decision making process. Eg. If you want to tackle the consumer market to increase profits and your CMO says "ok let's use social media" then your question might be "how much does social media add to our profit line?"  Along the line you should also define the key metrics that lead to success (the profit)....what we call the signals (all the other steps in between and before the success)...that help you decide whether or not it's traveling in the right direction. All of the questions above from the other members are relevant, and relevant to the extent that you've already set your goals, necessary outcomes, success and signal measures. All the best.
Nathan Moore
Nathan MooreBusiness Development Drone at Marketing Bee
Hi Cassidy, the questions you listed are fantastic. I would probably add: What are you using to focus your attention? Particularly in the SME sphere, one of the biggest killers of social media efforts I've seen is waning motivation to find great content. A great way to combat this is by having, for example, a monthly focus- or anything that helps them give direction for their content.   How are you going to learn? From what time of day you are posting to the wording of questions, there is always something that can improve your posts if you pay attention. Is the social media team paying attention? If so, where?
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How do you determine the most appropriate media for marketing a new business?

There is an overwhelming array of options when it comes to marketing, and for a new business with... read more

Asked by:
Micha Wotton
Micha Wotton Head of Development at SavvySME
Farhad Khurshed
Farhad KhurshedFounder at Copywriting-Results
What's important is to look at the Market, Message and Media triangle. Research your market to find out what they read, view, watch or listen to. Also find out what kind of message will appeal to them and what's the best media to convey the message. For example video is great for product demonstrations. In this case YouTube is a great choice. Marketing is all about testing, so it always pays to do do a small test first. What's also important is to use more than one medium. The most dangerous number in marketing is 1. As Dan Kennedy would say, "The question is not whether you can afford to use multiple media but how you can afford to use the media you need to get the results you desire."
Damir Butkovic
Damir ButkovicDirector at Damir Butkovic
Know your market, who they are, what they need, their fears and frustrations, their solutions how can you help them and how to reach them. After that is all about trial and error and lot of tweaking :)
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