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Salesforce Marketing Cloud For Dummies by Mark Pollard, Chester Bullock

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Chapter 13

Social Media Studio

IN THIS CHAPTER

check Setting goals and a vision for your social presence

check Determining whether you're ready for social

check Listening and responding to your online community

check 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 ...

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