Innis Maggiore Emphasizes 'Strategy First' in Social Media Positioning

CANTON, Ohio (Dec. 14, 2010) - Key to maximizing return on investment in social media positioning is thinking strategically, an Innis Maggiore principal told an audience of non-profit managers recently.

Marketers considering jumping on the new media bandwagon must go with eyes wide open, said Mark Vandegrift, a principal of Innis Maggiore, the nation's leading agency in the practice of positioning. He spoke at the annual conference of the Church Benefits Association in Austin, Texas. His session was designed to help members become better practitioners in the area of new media.

Vandegrift demystified the sometimes bewildering world of new media. He encouraged those in the audience to be strategic in developing their approach to social media positioning.

"To succeed in new media requires more than simply being present on the social networks," he said. "It boils down to positioning strategy. It's not just a matter of getting on Facebook or Twitter. You must think strategically. It is critical to understand what you stand for in your market, to be exact with the message you deliver, and to carefully select the media you will use to promote the differentiation you represent for customers and prospects."

Vandegrift counseled his audience to test new media to determine whether and how they should be included in their marketing efforts.

"There are a lot of categories of new media such as blogging, micro-blogging, search engine marketing, social networks and more," he said. "But even before you decide on the new media you will use, you must know your positioning. Don't ever forsake positioning. Even in social media, positioning is the first and most important step in maximizing the results you seek to gain."

Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency had 2009 capitalized billings of more than $21 million. Key clients include Alside, Aultman Health Foundation, Bank of America, Gerber Poultry, Goodyear, GuideStone Financial Resources, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products, and Shearer's Foods Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the National Investor Relations Institute and the Public Relations Society of America.