Chapter 1: Making the Business Case for Social Media
In This Chapter
Defining social media
Accentuating the positives
Eliminating the negatives
Latching on to the affirmatives
Integrating social media into your overall marketing plan
Evaluating the worth of social media
In the best of all worlds, social media — a suite of online services that facilitates two-way communication and content sharing — can become a productive component of your overall marketing strategy. These services can enhance your company’s online visibility, strengthen relationships with your clients, and expand word-of-mouth advertising, which is the best type.
Given its rapid rise in popularity and its hundreds of millions of worldwide users, social media marketing sounds quite tempting. These tools require minimal upfront cash and, theoretically, you’ll find customers flooding through your cyberdoors, ready to ...