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Digital Marketing For Dummies by Russ Henneberry, Ryan Deiss

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Chapter 9

Leveraging the Social Web

IN THIS CHAPTER

check Generating leads and sales on the social web

check Listening for reputation and customer service issues

check Getting customers and prospects to know, like, and trust you

check Partnering with influential brands and individuals

Social media is an affordable and efficient way to reach prospects, leads, and customers. But social media communication is a vast discipline, encompassing everything from social networking on sites like Facebook and Twitter to content-publishing platforms like YouTube and Medium. And that’s just to mention a few of the hundreds of social channels to choose from — each with its own brand of processes, procedures, and protocols. The opportunities in social media are exciting, but they can seem intimidating at times.

At its core, social media marketing is no different from other forms of marketing. It’s essentially just a new way to interact with customers, prospects, influencers, and partners. In this chapter, we help you sort through the madness, make a plan, and start using social media to create value for your company. We ...

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