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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Ashton Kutcher, Brian Solis

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Chapter 7. The New Media University: Social Media 301

I know...there's a lot to process here—not to mention that we are only beginning to discuss the evolution and transformation of media and communications overall. Take solace in your state of understanding and in your surroundings. You are not alone. We are all in this together.

  • Learn with determination.

  • Breathe it in.

  • Discover.

  • Dream.

  • Imagine.

  • Lead.

  • Listen and engage in discussions with empathy and understanding.

  • Moving forward, we'll review social media dashboards, social networks, virtual goods, and branded/purpose-built social networks.

SOCIAL MEDIA DASHBOARDS

The book will repeat this message throughout: We must produce and promote compelling material in the communities where our customers, peers, influencers, and prospects are active—using the consumption methods and means that they prefer.

Social media dashboards serve as a solution for arranging content from disparate networks into one cooperative digital menu.

Consumers may view one form of media, for example a video on YouTube, but they may not necessarily be aware that the company offers additional insight through other forms of content beyond the YouTube video and profile. Sending viewers back to a company website is only going to hinder our goal of effectively creating a bridge for communication and interaction. For those curious visitors seeking a social directory in our domain, how do we steer them to our external social presences?

Chances are, a directory either doesn't exist ...

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