Chapter 3: Plotting Your Social Media Marketing Strategy
In This Chapter
Finding your audience online
Segmenting B2C markets
Conducting B2B research online
Planning your strategy
In Book I, Chapter 1, we talk about making the business case for social media marketing, looking at the question of whether you should or shouldn’t get involved. That chapter is about strategy, goals, and objectives — this one is about tactics. It helps you decide which social media services best fit your marketing objectives and your target market. Let your customers and prospects drive your selection of social media alternatives. To see the best return on your investment in social media, you need to try to use the same social media as they do. This principle is exactly the same one you apply to all your other marketing and advertising efforts. Social media is a new tactic, not a new world.
Fish where your fish are. If your potential customers aren’t on a particular social media outlet, don’t start a campaign ...
