Chapter 4: Social Media Marketing Strategy

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  3. Marketing Sherpa explained these three phases in its Social Media Marketing Benchmark Report (2010), http://content.marketingsherpa.com/heap/SocialMediaMarketing2010EXE.pdf (accessed June 12, 2017), which surveyed 2,300 marketers. This report has not been updated. Since that time, Altimeter has conducted a similar study and identified five phases of develop-ment; see Altimeter, The Evolution of Social Business (2013), http://altimetergroup.wpengine. netdna-cdn.com/wp-content/uploads/2013/03/Altimeter_Evolution_Social_Business_FINAL_ 030613.pdf (accessed June 12, 2017). However, we believe that the path to social media mar-keting maturity is best understood following Marketing Sherpa’s model.
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  20. Adapted from Griffin Farley, “Revised Propagation Planning Brief,” May 3, 2010, http://griff infarley.typepad.com/propagation/2010/05/revised-propagation-planning-brief.html (accessed December 1, 2010).
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