Chapter 1: Making the Business Case for Social Media

In This Chapter

check.png Defining social media

check.png Accentuating the positives

check.png Eliminating the negatives

check.png Latching on to the affirmatives

check.png Integrating social media into your overall marketing plan

check.png 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 ...

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