Part IV: Month 3: Complete Your Plan

You’ve seen how basic techniques—touchpoint analysis and the integration of the purchase funnel and the social web—can be quantified with metrics to measure the success of your social media–based campaigns. You’ve looked at individual channels—blogging, photo and video sharing, community-based and location-based social networking, and more.

As you gear up for the final steps in developing your plan, the important best practices come not from Parts II and III but from Part I. Campaigns will emerge on the social web that are counter to the trust-based norms of the social web. How you choose to proceed—what you choose to do in response to others’ questionable practices—will in large part determine the availability of these important social channels for your future use.