After reviewing these two articles and from my work in the Northwestern Medill IMC graduate program, I have three action items you should consider. They are:
- Eliminate Traditional Perspectives: Sales are important numbers, but first we must engage our audience—the consumers.
- Understand Consumer Motivations: Understand why your consumers use social and leverage that as an opportunity to engage with them.
- Create Objectives & Metrics: Once you understand why your customers are using social, define the correct objectives and metrics to measure success—awareness, engagement, word-of-mouth.
This three step approach will help you nurture the long-term relationships that every company wants to create with their customers and positively impact your ROI, a win-win situation for all stakeholders!