- What is the business case for investing further in social media? Where and how much should we invest?
- Fundamentally, how much is consumer behavior changing? What are the biggest opportunities and threats? How aggressively are my competitors investing in these tools, and are they capturing differential advantage?
- What are the best practices in deploying social media strategies? What are the pitfalls to avoid?
- Should we build or buy our own “community” or partner with one of today’s leading platforms? Or both? Where should we place our bets?
- How should we organize and coordinate our efforts? Across brands? Across business units? Across geographies?
- How should we measure results? How do we know whether we are creating real business impact?
Authors: Chris Barry, Chris Brahm, Eric Almquist, Rob Markey
Source: Putting social media to work
Subject: Marketing Questions
Source: Putting social media to work
Subject: Marketing Questions
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