However, the greatest challenge organizations are currently facing is the integration of social media into their overall marketing strategy. Transparency will then not only build trust but create new levels of synergy for your marketing and social media. Transparency will then not only build trust but create new levels of synergy for your marketing and social media. True social media synergy means building a consensus within your organization when formulating social media messaging and content. This can be accomplished by a more formal social media planning process, stronger internal planning around social media initiatives outside of the marketing communications team and prioritization of social media as measurable business function.

Source: Forbes April 17, 2017 12:56 UTC