Part III: Month 2: Social Media Channels

You’ve reviewed your evolving marketing plan and identified the specific points where post-purchase feedback and word-of-mouth generated on the social web might benefit you. Now it’s time to get a firm handle on the various forms of social media. Part III covers each social media channel. It opens with a general approach for building your plan and then works through each of the channel groups—social platforms (e.g., Twitter, Google+, and Facebook); social channels, including multimedia (e.g., YouTube) and ratings and reviews; and social activity, including status updates. This is a long month—five weeks—but you don’t have to wait for a long calendar month to do these exercises. If you need an extra week, just roll the last exercise into ne....