8Engage Your Customers

With the conceptual frameworks from Part I, “A Brief History of Social Media,” and the functional overviews of social networking in Part II, “Transforming the Way We Do Business,” behind us, the remaining chapters are meant to be an action-oriented guide on how to get started. Before doing anything else, you first need to come up with a strategy for your company’s social network presence. You need a place to drive people to before you invest in ads to drive them there (Chapter 9, “Get Your Message Across”) or have sales reps and recruiters making contact.

Having a presence on social networking sites allows you to do two very important things: Engage existing customers and engage prospective customers on these sites. Depending ...

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