Anchor Your Social Marketing

Many brands and organizations rush to set up social networking sites simply to broadcast press releases or other important company announcements. While awareness is one of the ways to use social media, it's certainly not the end all. Your social updates should be part of a larger strategy that's anchored to simplify your decision making when you need to choose between conflicting options.

You should be using your social media assets to:

• Generate awareness
• Engage your existing and potential customers
• Respond to product or service inquiries or feedback (complimentary or not)

You should do a lot of experimenting to find out what really works well in order to determine your best engagement tactics. Repeat successful tactics and adjust others to learn as much as you can about your followers, viewers, etc. When you use repeatable tactics,