Social Media Marketing Integration: Agile Project Management Ida
Holst
Liberty University
Social Media Marketing Integration: Agile Project Management
The Kabod, Vol. 3, Iss. 3 [2017], Art. 2 SOCIAL MEDIA
MARKETING INTEGRATION 1
Social media marketing has become an imperative component of any marketing strategy,
so much so that marketers now depend on an integrated marketing strategy to optimize the
success of their efforts. Social media marketing, however, is not an easy field to understand, as
there is no one-size-fits-all answer, and the technologies and requirements are constantly
changing. With the changing nature of social media marketing, it is important that those working
within these fields approach their strategies and campaigns with an open mindset, willing to
change as new opportunities arise. From a project management standpoint, marketing strategies
and campaigns can be considered projects, as successful marketing campaigns have specific
goals, but the approach will vary depending on the type of campaign or target markets in mind.
Application of project management principles will require interdisciplinary cooperation to
determine appropriate goals and strategies of implementation. With social media marketing in
mind, an agile project management approach will be most beneficial, as it allows the project
manager to reevaluate and determine the success of the project as it is being completed. The
increasing pace of the global business environment forces all participants to become more
flexible and open-minded. The principles behind agile project management provide project
managers with the opportunity to incorporate project management principles and flexibility as
deemed appropriate by the progress of the project. Dinsmore and Cabanis-Brewin (2014)
explain, “the speed at which our business and social environments change in this connected
world requires all of us to be agile, to be nimble and flexible, in our plans and actions” (p. 442).
Essentially, agility is an imperative component in all fast-paced environments to ensure
flexibility. For project managers, the ability to successfully implement agile project management
techniques will influence the way project managers respond to changes in the external
https://digitalcommons.liberty.edu/kabod/vol3/iss3/2
DOI: https://doi.org/10.70623/MVQI3416 1
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environment. The field of digital marketing is under constant change, requiring project managers
and marketers to employ agile principles to ensure successful implementation of strategies.
Project managers are aware that projects often do not go according to the proposed plan.
According to Rasnacis and Berzisa (2015), “Today only 2.5 % of all companies worldwide
manage to complete a project 100 % successfully” (p. 122). In other words, one of the greatest
downfalls of project management is the rate of failure or unsuccessful completion. These issues
include projects not running according to schedule or increased costs for project completion,
with the worst being projects left incomplete. From a project management standpoint, it is
important to accurately analyze a project to assess risks and potential critical points in order to
implement the most appropriate project management approach to avoid project failure. Although
agile project management does not eliminate project failure, the method allows for reevaluation
during the project and implementation of necessary changes as required by the project to reach
success.
One of the main benefits of an agile project management system is that it allows project
managers to consistently review the success of the project and make changes where necessary.
Understanding that these processes in some cases do not provide a clear solution at first, agile
project management allows the project manager to test specific probable solutions. Gonzalez
(2014) points out, “Organizations are also likely to increase the flexibility of their resource
utilization when responding to change as a complex adaptive system” (p. 1450020-7).
Essentially, the ultimate purpose is to allow for flexibility within organizations by understanding
that proposed solutions might not provide the greatest success of a project, allowing changes to
be made throughout the project life cycle. The ability to make changes throughout as the project
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requires will enable more efficient use of resources and greater accountability for project
completion.
Incorporating project management techniques and practices into marketing strategies
allows for greater chance of success for these projects and changes. The Bible urges believers to
act with wisdom and seek guidance to ensure decisions are made based on knowledge and not
emotions or desires. Luke 14:28 provides a great biblical foundation for project managers, “for
which one of you, desiring to build a tower, does not first sit down and count the cost, whether he
has enough to complete it?” (ESV). For project managers, it is important to not start projects
without a plan on how the project is going to be finished. Although projects might fail or not go
according to the initial plan, a plan based on knowledge and principles will provide the best
starting point for successful completion of projects.
Integrating social media marketing to the marketing tools and techniques utilized
enhances the ability to reach target markets. Digital and social media marketing provide new
ways for marketers to integrate various channels to further convey their message to their
audience. According to Carlson and Lee (2015), “Understanding the potency and competency of
capturing and utilizing both social media and social networking, is leading to the next generation
of marketing and customer relationship management” (para. 2). This means that only through an
understanding of the target market and their behaviors on social media will marketers truly be
able to capitalize on the new opportunities available through these digital channels. Integrating
social and digital media strategies to an already existing brand image is not an easy task and
should be carefully considered in order to reach its full potential. Marketing across online and
offline channels requires tremendous expertise in various marketing disciplines to be successful.
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Although most available social media platforms are free to use by both individuals and
organizations, there are costs associated with social media marketing. Understanding the costs
involved with integrating marketing channels across multiple platforms requires adequate
understanding of change within an organization. Crumpton (2014) explains some of the costs
associated with social media marketing, “cost of time for content creation for materials to be
posted. Cost of time for implementation, or posting of materials” (para. 6). These are only
examples of some of the costs marketers encounter when implementing seemingly free social
media platforms into the marketing strategy. A project manager’s perspective can be utilized to
create an overview of the associated costs, as the implementation itself can be considered a
project. Being able to more accurately estimate the costs associated with social media marketing
strategies is an important part of the decision process when deciding to integrate these strategies
into the overall marketing mix for an organization.
One of the main issues faced when attempting to implement social media marketing
within an organization is the uncertainty of return on investment. The time, effort, and monetary
investments provided to integrate social media channels into already existing marketing practices
do not guarantee a return on investment. Roberts and Zahay (2013) urge, “the conventional
wisdom of marketing says that reluctance is because they cannot be sure that SMM will produce
measurable RO(promotional)I” (p. 247). Essentially, being able to accurately predict the outcome
of social media integration can reduce some hesitancy among decision makers within the
organization. Although specific monetary return on investment might be difficult to predict, there
are still benefits of social media marketing integration that can be pointed out to decision makers
within an organization.
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In terms of project management involvement in the implementation of social media
marketing strategies and projects across organizations, it is important for project managers to be
able to defend the importance of this implementation. The issue pertaining to ROI on social
media marketing strategies has been discussed by several scholars and appears to be an area with
much controversy. Gilfoil and Jobs (2012) explain, "Unit of analysis is important here because so
much of the complexity and confusion in the SM ROI literature is caused by a lack of
clarification around this issue” (p. 641). This means that explaining the benefits of social media
(SM) to organizations can be difficult to do in financial terms, providing the project manager
with the challenge of convincing organizational leadership through other means of explaining
value. The lack of a common unit of measurement creates a challenge for project managers when
defending their decision to implement social media as part of an integrated marketing strategy,
and it requires a greater understanding of the concept and its overall benefit to the organization.
Agile project management principles need to be included when preparing the implementation of
social media marketing within organizations. One of the biggest sources of uncertainty within
social media marketing is the constantly-changing trends and fast-paced environment. According
to Cervone (2010), there are two key concepts to agile project management, “The first is that risk
is minimized by focusing on short iterations of clearly defined deliverables. The second is that
direct communication with partners in the development process is emphasized in lieu of creating
copious project documentation” (p. 19). For implementation of social media marketing in
organizations, utilizing these principles obtained from agile project management theories can aid
the process of successful integration. The nature of social media marketing requires fast-paced
decision making, as well as the ability to act with specific goals in mind.
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The implementation of social media marketing as a project requires expert judgment and
the right staffing to achieve the desired results. It is essential to acknowledge that social and
digital media strategies will differ greatly from traditional marketing strategies. According to
Valos et al., “early integrated marketing communications frameworks were developed to allow
marketers to achieve the optimum mix of communication elements to reach target markets
effectively” (p. 22). This means that new integration frameworks have to be developed with
social and digital mediums in mind to achieve project success. Integration of social and digital
media strategies to already existing marketing practices requires careful implementation by
project managers to ensure the brand image and messaging remains consistent with current
practices.
Principles from agile project management can be utilized in specific marketing strategies
or campaigns, in addition to implementation of digital marketing within an organization as a
whole. Specific marketing strategies will provide more specific deliverables, with greater ease of
success measurement. Roberts and Zahay (2013) identify the most crucial rule regarding social
media marketing analyzation, “establish clear objectives for your campaign and choose the
appropriate metrics before the campaign begins” (p. 245). This rule allows marketers to know the
specific purpose of the social media campaign, much like the scope of a project, to better
determine if the campaign is successful. Specific goals and purposes for campaigns help
marketers know what metrics to analyze to determine success of the project, making this process
smoother. Although the ability to measure success is easier, project managers or marketers are
even more dependent on flexibility and responsiveness to the external environment when dealing
with specific marketing campaigns or strategies. Smaller scale projects will have even more
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specific deliverables, with concrete goals to uphold in order to measure the success of the
campaign.
As projects, social media campaigns start with the planning phase of the campaign and
end with the evaluation or closing of the project. In social media marketing, a critical component
of the closing stage is the analysis of the campaign through metrics such as impressions, reach,
engagement, and impressions, to name a few. Brooker, Barnett, and Cribbin (2016) explain,
“with data collection and analysis as one seamless process, exploration of an initial dataset may
lead to new questions which may in turn feed back into new rounds of data collection, with
findings emerging throughout the ongoing iterations” (p. 3). Essentially, this technique can be
compared to agile project management techniques, where the goals and deliverables are modified
as new needs or requirements arise. Depending on the information available to the marketer
conducting the analysis, different conclusions or recommendations might be suggested based on
the data. Additionally, the campaign itself might be modified or changed to better reach original
goals or objectives set forth by the campaign. This suggests there is a need to implement agile
project management techniques of flexibility and reevaluation, and not to be afraid to change
what is not working according to agreed standards.
When combining the disciplines of project management and marketing, it is important
for both parties to show respect and value one another’s expertise. It is especially important that
the marketers understand the role of the project manager as a driver and implementer of change,
and not as an intruder attempting to eliminate the job of the marketer. In this process, education
and respect will be key for the coexistence of these two fields, as well as for the greatest benefit
of the project at hand. It is important for leadership within an organization to explain the purpose
of a project management team in order to avoid marketers and others within an organization
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feeling threatened or insecure due to their presence. Only when working together to obtain the
goal of the organization can the two successfully maximize the success of the change or
implementation.
The Bible urges believers to welcome change and put their trust in the Lord. It is
important to be willing to serve Him and His plans, and only through an open and willing
mindset will this be accomplished. Success of organizations and projects can be utilized to
glorify Him and His Kingdom. Proverbs 18:15 explains, “an intelligent heart acquires
knowledge, and the ear of the wise seeks knowledge” (ESV). This means that project managers
and marketers alike need to seek knowledge and understanding before making conclusions.
Additionally, believers should seek wisdom and knowledge from God to lead in situations that
appear intimidating or scary. For marketers, it might appear as if project managers are trying to
eliminate their jobs, but it is important to keep in mind that He has a plan and that trusting His
will will ultimately lead to the greatest blessings.
The ability to consider marketing strategies and campaigns, as well as changes to overall
marketing practices within an organization as projects, allows project managers to intervene in
these processes for greater success. Incorporating expertise from both marketers and project
managers allows organizations to not only effectively reach target markets, but also to implement
strategies and changes in an effective manner. Within the field of project management, different
practices have emerged to suit the nature of projects, and agile project management techniques
will be most beneficial to the area of social and digital marketing. Although agile project
management techniques were primarily developed with IT projects in mind, the benefits of
flexibility throughout the duration of the project provides a strong argument for its use in social
and digital marketing. The changing nature of this field of marketing requires greater flexibility
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for not only marketers, but also project managers, to be able to effectively respond to the
constant changes in the external environment. Agile project management will allow for
evaluations to be made throughout the implementation of the project to ensure appropriate goals
and expectations are met. In the long run, this type of project management practice will enhance
the success of the social and digital marketing practices within an organization.
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