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Take Your Marketing Online! by Sarah Warlick, Kelly Lucas, Bonnie Buol Ruszczyk

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CHAPTER 8

The Right Social Media Tool for the Job: Twitter, Facebook, and More

LinkedIn is the obvious first choice for those wanting to test the social media waters, but it isn’t the only option available. In fact, it seems that almost weekly (nay, even daily) there’s a new social media platform or app being introduced that will “revolutionize” the way we communicate. Many of these prove to be just another flash in the pan, but some can add true value to your marketing mix when used appropriately.

In this chapter, we will talk about the big players like Facebook and Twitter, as well as a variety of other social media options. We’ll discuss the pros and cons of each as well as provide some practical how-to advice on the best ways to use these channels to boost your firm’s signal.

IT’S NOT JUST REPORTS ON LATTES AND GRANDKIDS

Contrary to popular belief, not every post on Twitter is about standing in line to get a latte, and not every update on Facebook has to be about someone’s grandkids (though, admittedly, those posts do occur rather frequently). I like to think of social media as the digital equivalent of walking through a cafeteria and catching bits and pieces of conversations as you pass by. Sometimes the conversation is just mindless chatter (“Oh my goodness this pizza is the best!”) and sometimes it can grab your attention and make you want to listen in or add your own two cents (“Fair tax is the way to go, and you know it!”).

Regardless of the subject, the fact is that there ...

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