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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 3

CREATING AN OPERATING SYSTEM

Why this is important

A social media operating system is the bedrock of any successful social media activity. It supports the strategy, maximises the value of the available resources and deploys the appropriate tools and processes. It is the core element of this book, around which the rest of the content pivots. You cannot make the most of social listening, run a successful social media campaign, develop a social customer service capability or minimise risks without first investing in the development of an operating system. The alternative is a confused, tactical and potentially wasteful mess that fails to deliver any meaningful results.

What is the ideal operating system?

  • It is appropriate for the ...

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