The Main Points

Chapter 14 concludes with your actual, working plan. Whether you’ve created an outline or a fully detailed roadmap that integrates social media into your current marketing program, it’s time to celebrate. Chapter 14 covered the following points:

• Social media–based marketing begins with business objectives and an understanding of your audience.
• Social media as applied to marketing is fundamentally measurable in ways that can be tied to your business objectives.
• Understanding what you will be asking for and identifying the biggest “yes” you can get at each approval step is critical to winning approval for your social media plan.