Chapter 14. Week 2: Present Your Social Media Plan
This week you'll pull your plan together, collecting what you've developed in each of your prior exercises. You'll use this to define a set of social media–based marketing components that complement your current efforts, and which are tied to your business objectives. Whether starting with a purely listening approach like that of Hallmark or Glaxo Smith Kline, or with an integrated outreach program like the social campaigns of the Brooklyn Museum, this week you'll put a stake in the ground as you build your plan to tap the Social Web.
In this final chapter, you'll begin with your business objectives and a definition of your audience. To that you'll add your touchpoint and social feedback cycle, ...
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