Chapter 8

Week 1: Build a Social Media Campaign

You’ve worked through the issues that drive social media and its acceptance by the people you want to reach. You’ve seen how you can use it to complement traditional and online channels. You’ve looked at the tools available to help you get ready to use it. Chapter 8 provides a quick dive into your emerging social media plan. In Chapters 9 through 12 you’ll build it out with details and channel specifics.

In this chapter, you’ll develop a framework for your social media marketing strategy. You’ll work through exercises designed to show you how to properly participate and influence the conversations that others use when evaluating purchase options. Note that while traditional and online media are ...

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