Think Before You Engage: 100 Questions to Ask Before Starting a Social Media Marketing Campaign

Foreword

The End of Business as Usual and the Beginning of a New Era of Connected Businesses

Twitter, Facebook, YouTube, Yelp, foursquare—it seems that every day, there's a new network capturing the attention of consumers everywhere. These social networks were once thought to be the playgrounds of the millennial. Now these networks dominate global headlines, changing the way that everyday people connect and communicate with one another. But that's just the beginning of where this story unfolds. Social networks are fundamentally transforming the way people find and share everything that's important to them.

Social media democratized information and empowered consumers to take control of not only their online experiences but also those in the real world. As a result, social media is changing how customers shop, refer products and services, and ultimately make decisions. The relationship between customers and business is changing and will continue to evolve as new media permeates our culture and society. What is important to understand is that this isn't a fad nor is any of this going to revert back to the way things used to be. Consumers are connected, entitled, and now expect recognition and value just to get their attention, let alone their business.

How We Got Here

A funny thing happened with social networks. People started sharing what they thought and did so vigorously. Although the extent of what people would say about brands, products, or services wasn't highly anticipated; ...