As companies rush to hop on social-media bandwagons such as Twitter and Facebook, many fail to consider how to use the sites to best interact with customers and benefit their organization. Some key questions to ask before racing ahead with grand social-media plans include whether your focus is more about interacting with consumers than about simply executing a fan page; how much participation will be necessary to make a difference for your brand; and have the appropriate departments at your company been trained on a social-media strategy?

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