If you start with thinking of using social media to connect with
your customers, please first think of the goals you would like to
accomplish. At first it seems like that goals are numerous, however
there are really only five goals that can be accomplished with the
support of social media.
Social media marketing is using social media for activities such as
public relations, customer service, marketing, sales and crowdsourcing.
Or as I put it into the diagram below:
If you start using social media for the first time, you probably
won’t go for all five of the goals. You might just want to listen at
first to get to know what people are telling about your products and
brands. If you want customers to evangelize your products, you probably
first have to listen to them, support them and interact with them
before you have reached the phase that they want / will be able to
evangelize your product.
So keep in mind that most goals aren’t single objectives. Sometimes
you have to set up some other goals first, before you can accomplish
your final goal.
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