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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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71. Social Media Strategy and Planning Guide

Decision-making framework of the PRAISE Marketing Process.

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Figure 71.1 Decision-making framework

Social Media Strategy

The same process that helps businesses develop an operational marketing plan can be applied to create a social media plan. The P•R•A•I•S•E Marketing Process is a decision-making framework that will guide you through social media planning, execution, and measuring results.

Just like any other marketing strategy you implement, your plan for social media must start with your objectives and strategy. What do you want to accomplish and why? If you are going to invest in social media or ...

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