1. Reputation Management
Key point: People are talking about you online, whether you choose to listen or not.
2. Customer Service
Key point: Social media customer service is the new (800) number.
3. Public Relations
Key point: Social media enables you to take your message to customers directly.
4. Customer Acquisition
Key point: Market sideways. Features and benefits are too boring to work in social media.
5. Create Brand Communities
Key point: Activate your fans and give them something to do. Don’t just collect them like baseball cards.
6. Thought Leadership
Key point: Everyone in the world has expertise. What’s yours, and how to you distribute it?
Key point: Social capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that you’d be unlikely to have otherwise.