Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever

FOREWORD

Your CMO storms into your office (or cube) and demands to know everything you’ve been doing in “social media,” or if you’re less fortunate—what you plan to do about it. You take a deep breath and pause, while your mind races at breakneck speed to formulate the appropriate response. Do you pull out your most recent reports showing how many fans your brand’s Facebook page has acquired, or do you pull out the latest “conversation audit” filled with word clouds about what your customers are saying about not only your brand but the things they care about that you need to care about?

All too often, scenes like this are becoming more common across companies around the globe—and not only in the marketing department. Much like the digital revolution, ...