Throughout this book, we have emphasized the idea that social media is all about the conversation. If you create a conversation with your customers, they will become more engaged with you and your organization, and your organization will prosper from the healthier relationship.
That is certainly true, and it represents the critical idea to remember about social media and business: it’s a process that takes time to build. Of course, there also will be times when you’ll want to promote something important—a new product, a sale, a fund drive—in a short-term timeframe. When that happens, social media can be used as a marketing tool to help build participation in your promotion, no matter what it is.