IN THIS CHAPTER
Setting goals and a vision for your social presence
Determining whether you're ready for social
Listening and responding to your online community
Drafting, reviewing, and publishing social content
Social media is hot. People use applications such as Twitter, Instagram, and Pinterest to meet, socialize, and shop. Companies are rushing to create visibility in social media because so many of their customers and prospective customers are there.
All the excitement around social media might lead you to believe that marketing in this channel is a silver bullet for all your marketing problems. The reality, however, is far different. Social media marketing, despite its current hype, is much like the other channels online marketers can use, with its own benefits and drawbacks.
Although it seems new, social media marketing has been around for a long time, when you compare it to all flavors of online marketing. Social media marketing just has a lot more visibility recently, especially when influencers at all levels (up to the US president) are leveraging ...