Chapter 9Effective Tactics Based on Business Type

In real life, strategy is actually very straightforward. You pick a general direction and implement like hell.

—Jack Welch

When I give a speech about using social media to sell products, I’m often challenged by an audience member about his or her specific market and asked to give strategies that will work for that company. I break up the approaches into three categories:

1. Direct to consumer (B2C)

2. Business-to-business (B2B)

3. Nonprofit

Most people can get their minds around selling consumer products online, but several struggle with B2B and nonprofit. Yes, social media can work for any business or organization. Most organizations or businesses fail because they equate social media with Facebook. ...

Get Manager's Guide to Online Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.