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The Main Points

Chapter 5 introduced the “feedback cycle” and provided a way to think about the real impact of social media on marketing: Acting in the consideration phase, social media is the facilitator or disruptor of a potential purchase. Chapter 5 covered the following points:

  • Social media plays a significant role in marketing and indeed across your entire organization: The conversations that take place on the social web determine how easy—or difficult—your task in driving conversion will be.
  • The social feedback cycle is built on the post-purchase feedback and conversational loop that augments your traditional purchase funnel “awareness” activities.

  

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