To discover who your competition is in a web business, be sure that you’re always actually using the right keywords you find and search for others businesses using them. By understanding your competition, you can begin to understand what separate your business from the pack. Then by tweaking your web site, its message and your on-line marketing campaign it is possible to avoid directly competing for rankings.

You may need to offer your customers free products or special prices for referring others to your website, but obviously you must provide to validate a limited-time offer. People are more likely to trust a business which their friends or co-workers recommend, and the increased sales will more than compensate for the cost of the free products. Even in the cyber-world word of mouth referrals are vitally important this is one of the reasons people are involved in building networks on Social media sites, like Facebook. Ultimately the information people obtain from their cyber-friends can be the deciding factor when choosing between two competing products.

If you want to achieve a great following, try using Twitter to generate a buzz. This tool is fantastic, as it allows you to upgrade your presence in the industry and communicate important promotions and products that you may initiate. One key aspect is that Twitter is also free, eliminating excess costs on marketing plans. One of the key aspects of business is to stay as professional as possible at all times in order to separate your company from competitors.

Be honest about the product. Your readers are not stupid. If you know of a product that has a flaw in it, but would still like to promote that product, tell your audience. Make sure you explain the difficulty you had, and why you still enjoy the product. Your customers will appreciate your honesty, as not to many corporations are prepared to do this.

If your e-newsletters aren’t driving the traffic you want, take the time to learn how to develop an engaging blog. Look at the successful blogs for your competing brands then try to cherry pick some of the better ideas that you see in them and leverage them for your business. You can then develop those ideas into your own voice. This is a winning strategy.

Given that the majority of corporate web sites are not for famous brand-names, like Coca Cola, they start seriously challenged in that few prospects have heard of the product or the company before their first encounter. Yet it is important that the company builds a rapport with prospects as they come into contact with the organisation for the very first time.

From a publicity perspective, in the on-line world we need to engage writers that will act as publicity agents for the product, brand or service. These writers have a large choice of places where they can publish content, including:

► Blogs
► Content Farms
► Social Media
► Link Builders
► On-line review sites

Each are valid places to leverage for publicity purposes. Each builds links and in respect of SEO and at the end of the day links mean visibility. It is important to get the message to a wide audience, but in a way that endears the corporation and its products or services to both prospects and clients alike.

It was once said in show business that there is no such thing as bad publicity, it is all about being in the public eye. To some extent the same is true with links. It is good manners to include outbound links in every item that is posted on-line, as was done here with our famous brand name when you mention another product, but you can also improve the visibility of your own material by the use of internal links. But above all the purpose of linking is to raise the visibility of your own web-site. Indeed there are two aspects at play here:

► The link; and
► The content

Having links simply provides the possibility of raising visibility in the search engines. Yet people still read and care about what is written in the various articles on the web. These articles are akin to on-line reviews and people do read reviews, both good and bad. Some people feel that is they flood the market with a large number of seemingly independent reviews all saying the same thing then this will add power to their product, yet the truth is that Google and other search engines are more likely to simply ignore this content. From the viewpoint of the search engine each article reviewing your product has to appear as if it were independently written and in this regard Google is the king of the search engines, claiming more than 90% of the search market, so you had better pay attention to its needs.

Links to your web-site can come from anywhere, so when you are looking at building publicity for your website you will need to be working with a web publicity partner that understands the importance of building links to your website and will do so in a way that is professional.

For the majority of businesses they do not have the power of a famous name to propel traffic to their website and they have therefore to leverage other tactics to build popularity. All businesses have to build relationships in order to build sales revenue; the same is true when it comes to managing your brand’s social media presence, it is a key part of relationship building, yet it is not in the sole domain of the sales force. The value of your brand having an independent presence on certain social networks cannot be understated; yet in order to drive the right value it is often important to build a partnership with an Internet publicity firm, such as P3 Social Media, which the author Peter Giblett works with, in order to maximise your presence.

Which social media tools to use is a vital question and will largely depend on the industry your business is in. Twitter, Google Plus, Facebook etc do take different approaches and it is not necessarily that a global presence on all networks is right for your industry.

Managing your brand’s social media presence takes ongoing effort. It is not like creating an advertising campaign, where once launched you can expect to reap the rewards of extra sales. Leveraging the power of Social Media takes a persistent and consistent presence. Social media tools can be a constant source of customer service enquiries, those ‘how to’ questions which need to be answered to the customer’s satisfaction yet it can also be used to discover how customers wish to see your product be developed. Customers are always prepared to critique and offer suggestions, which may benefit product development teams. An holistic approach should be taken in respect of your corporate social media presence.

Monitoring is important! Responses do not have to be made the split second after an another person’s post is published, but they do need to be timely and reasoned.

The first element here is about setting up a monitoring or listening station. How you do this can be as simple as a keyword search in Twitter or it can employ more complex monitoring software. Your Internet publicity partner should be able to guide you to cost effectively monitoring the buzz about your brand or product and advise on how to respond in each circumstance.

The right response is crucial in all circumstances. Generally people do not want is smooth marketing talk. If they have a problem then it is better to have a product specialist respond with information on how to make the product work again; this is about being seen as providing the solution. Most responses can be made by the right expert within the business responding, yet knowing how busy people are it is often best to have someone independent monitor interactions and ensure that the right person responds in a timely fashion.

Much of this interaction is about being involved in an on-going conversation that is happening on-line. It is developing in all sorts of directions, only very few of which any corporation need concern themselves with. It is important to be focused and targeted in all communications. Ultimately each brand needs to exude its personality to the outside world through its social networking interactions.

What is true is that no individual firm can hide behind an advertising campaign; remaining remote and untouchable anymore. The savvy buyer tends to go out in search of the truth, they use Google, Bing, Facebook, Twitter and go search for anything you are considering purchasing and the advertising veneer comes off.

There is a massive difference between generating advertising imagery designed to build an interest and creating fake claims for your product that can never be reached. The world has been used to ad-men that make false claims about products and their capabilities. These are no longer acceptable in an interconnected world. Coke has always been the master of imagery and it it claimed that their advertising over the years has significantly impacted American culture; indeed it may have impacted world culture to some extent too, with the drink symbol being found even in the remotest parts of the world. Yet even one of its products “Vitaminwater” was recently involved in a controversy about misleading advertising claims. They have also reviewed their whole approach to digital based marketing when a campaign for another product through Facebook went off-track.

Every company will face challenges about their marketing approach from time to time what is key here is knowing what others are saying about your corporation and its products and responding appropriately. On the Internet it is possible to see the bare naked truth about everyone corporations and people alike. This should be no real surprise as once published on the web it tends to stay around for quite some time.

We live now in an era of increasing transparency. Information flows everywhere and at a faster speed than ever before. I know that as soon as I press “Publish” someone will read this article in New Zealand. The truth is there are no longer any barriers to the information we may use, true or not.

That in itself can be a challenge – lies tend to find a much wider audience than the truth. Anyone is prepared to believe a lie or controversy about a famous brand name, even if it is based on fantasy rather than the truth. Your buyer seeks the truth about your product or your business and using modern Internet tools they will find it, or at least a version they deem as true. We now live in a era where customers making false claims can be as damaging to a product as the advertisers doing it. It is up to the business to manage its online image and address that challenge.

Further reading:

* Closer to the Customer? Do we Really Understand their Needs?
* Does Business Require an Holistic Approach to Marketing?
* Relationship Based Business – How do you measure up?

There are many similarities in how any business will use social platforms, yet there are many businesses that fail to understand how to interact on these social environments. All too many think of it as an instant opportunity for free advertising, yet this is possibly the last thing you should think about doing to improve the on-line visibility of your business. Sure you can give information about deals and discounts on a regular basis the way one of our local shopping malls does. Having a Social Media following is a critical part of having a successful on-line presence.

Social media environments are a place to discuss and inform, not to advertise. The distinction may seem like a fine line, but it is very real. It is acceptable for a shopping mall to tell its contacts about bargains being offered by stores through FourSquare but it is not appropriate for individual stores to be advertising their wares through Social Media. So what is a store permitted to contribute?

For a store selling leather goods they should give information about leather quality and what to look for in a good leather jacket. This information assists the customer in any choices they are thinking of making.

So how does a store provide information to its customers? Well a blog can certainly assist. So what information should be provided? Blogs should be informative and helpful in nature, whatever your line of business. If your marketplace is casual styled then the blog should follow suit. With a financial services type organisation then articles are likely to need to be more serious in nature. Therefore you should make your brand’s blog relevant to your audience.

In using Twitter the marketing executive from one of our local wineries suggested that there should be a ratio of eight general informative messages to one advertising styled message. General informative messages for this winery include discussions about what makes a good Pinot Noir or the floral design for a memorable corporate dinner. With such a contribution they relate generally to the area of expertise of the business or brand.

This ratio of informative messages to advertising communications of 8 to 1 is generally appropriate. I advise my clients that a ratio of 10 to 1 is what they should aim for and that it is better to give information than to advertise at any time, but ten to one is a convenient number to remember. and of course this excludes any ‘ReTweeting’ of information or replying to messages.

Becoming a social business is about being a business that cares about its clients even before they become customers. It is one of being seen as the people to trust in the marketplace and that relates to the quality of information being provided in the on-line world. Having a blog is a part of this effort, but not the whole of it – this must be combined with a Social Media presence. For a shopping mall then a location sensitive platform, like FourSquare, may be the best approach to publicise this, whereas other businesses are not so location sensitive and should therefor consider using platforms like Twitter, Facebook, and LinkedIn, depending on the type of people that you need to connect with.

A while ago this site published a wish list of improvements that it felt could be made to Microsoft Outlook to equip it for identity management in the modern world. This particular article actually generated an email response from Microsoft suggesting the use of their Business Contact Manager add-on for Outlook. Since that time Microsoft has also released Outlook 2010. Yet neither of these solutions offered the support for extended identity information that should be necessary in managing our connections today.

Can we obtain identity information from social sites, like Twitter, Facebook, and LinkedIn. From some yes, others no – much actually depends on how the application is built. Facebook for example assumes we already know the person and have no need to retain an independent record of that person’s identity. Twitter holds some information, but does not provide access to their email address. LinkedIn enables us to download to Outlook (or any other software that can handle .VCF files) the person’s electronic business card. Plaxo, is actually a social capability that allows you to automatically backup you contact records.

Despite early attempts at electronic exchange of business cards the technology never really succeeded. So we give out, old fashioned, cards then go about transcribing them onto some form of electronic record. In actual fact a person’s identity is made up of a series of documents, tasks, emails, phone calls, etc. that form one part of the whole interaction we have with that individual. So If I sit down at my computer and search for “Paul Connolly” then I will find everything I have on file for him as well as any associated Internet based updates. Hmm, nice in theory but not always practical and thus we can see the card is merely the tip of the iceberg, and this does not even start to account to the heap of records the average corporation maintains about that individual.

Yet think about how many identity records you use on an average day and you will be surprised how many times you supply email addresses, usernames and passwords in order to access systems that we are entitled to use. Open IDs still have not gained as much ground as they ought to have. Is it because of a reluctance to make use of a single digital identity on the part of the user, or is it because of a lack of trust of the vendors? What is surprising is the number of Internet based applications that login using a Facebook account, perhaps this is the de-facto Open ID.

Facebook with nearly 500 million members is therefore reaching somewhere in the region 1 in 14 of the world is interesting because it is seen by many as trustworthy. Yet I cannot see LinkedIn allowing you to login using a Facebook ID. Yet there are now many marketing applications that leverage Facebook in order to perform marketing based activities. Perhaps the reason that you cannot download an email from Facebook actually works in its favour in putting marketer and customer together in a way that maintains separation and can be ignored by the user if they wish.

Privacy of contacts should be taken very seriously by corporations, yet social applications do allow marketers and prospects to mingle in the same space, albeit for a period of time, and that can be crucial, yet so is the need not to be making ‘advertising noise’ during that connection. This is one reason why the customer wishes to maintain a certain distance – and quite how much is of their choosing, not the marketing organisation.

For any business it is important to maintain as full a data set about customers and prospects as possible, even if you have no email address then skype ID, Facebook ID, LinkedIn ID etc may well be important facets which will need to be recorded. The earlier comments regarding the shortcomings of Microsoft Outlook remain valid even with the 2010 product. Social identities are as important (if not more-so then physical or email addresses) in order to keep an ongoing dialogue with that individual. The next generation of contact data that we store must be socially aware.

I am not saying that she is wrong about the importance of web video, but I have always been a firm believer that each corporation will make the steps necessary to become involved in the social web at their own pace. Much of the urgency will depend on the type of industry that you are in; the more consumer facing you are the more likely it is necessary for your business to have a video presence on the web. If your business manufactures gas turbines for the oil industry then the need for video is not so urgent. Everything must be put into perspective, yet one thing is true each corporation should be considering using the social web in order to demonstrate their expertise and build trust in their eyes of there perspective customer.

That said the availability of web video as a marketing and educational tool is something every business should look at. On the whole though, to the uninitiated, web video sounds like another opportunity to post advertising for free, yet this is one idea you should remove  immediately from your mind. Whilst there is a place for advertising on the social web, video is not it (unless you intend to provide s sneak preview before it hits the TV screens).

Social video allows you to go beyond the advert; provide educational material for customers, explore the lives of the characters within your advert; provide an industrial insight about the processes you use; etc, etc.

Video clearly has a place as an educational tool. YouTube, with 1 billion videos viewed each month, is no longer the only source of video on the web. Facebook has recently added a video engine and the new Twitter interface also allows direct access to video. Vimeo is another video engine that is focused towards the needs of business.

Web video presence needs as much thought and planning as does defining a social media presence. Whilst it is important to be ahead of the competition, knowing that others in your industry are already using web video is no reason to panic and put amateurish video onto the web, after-all any fool can pick up a video camera and start shooting. What is important is understanding the process and giving due diligence to the process of building this presence.

The speaker was referring to the fact that in her business there was no need to wait for their marketing communications to be approved. Large corporations often need to decide everything by committee, which can certainly make them seem less responsive in any situation. Small business can often seem more agile or responsive in a lot of areas, in particular publicity and customer communications. This usually shows as a friendlier face to the customer, indeed it is more likely to engender trust within any relationship. However the relationship is also more likely to be a face-to-face one rather than an on-line one.

The net effect tends to be that the customer will envision small business as been best at championing their requirements and dealing with their issues. However when small business grows to a certain size there is a danger that its people will forget their prior approach and start acting the same as traditional big business. At the same time there is a distinct danger of losing a personal and caring touch that was a key part of their growth.

Can we define a general rule of that as business grows they must change the way they act to the customer? Corporations such as Amazon and Ebay were all once small businesses with an excellent customer service reputation, yet today each has been accused of not caring about their customer, indeed speaking to a person can often be a challenge. On the social media front many large corporations are not active, or merely have a presence that is about pushing advertising messages and have no interest in listening to customers or prospects and their problems. Despite this it is certainly possible to see examples of large corporations that proudly demonstrate a caring attitude, this can be seen in corporations like Apple, Jet Blue, and Dell. So clearly large businesses can be responsive to their customer needs as well, if they choose to be; it is a matter of strategy.

Social media, when used for any business, largely relates to building a relationship that is based on trust. This is one area that can be quite complex. We have seen many fly-by-night plumbers that act unprofessionally, provide no guarantees, and just patch a problem, lasting just long enough for them to disappear into the sunset. Yet in many countries legal rules have clamped down on this type of behaviour, and have introduced professional standards. Yet professionalism goes beyond the work dome for money, sometimes it involves solving a customer’s problem without generating an income. Implicitly Small business seems to recognise that not everything is about money, yet they have more to lose from doing free work. This media makes it possible to solve another person’s problem without too much thought; answer a question asked may take the business person five minutes but this contribution can resolve many other peoples problems at the same time.

Twitter Tip:

With Twitter it is possible to answer a question in 140 characters if words are carefully chosen. Often more detail is required though. This is where it is recommended that you write a blog post that responds to the question. You may be addressing one problem, yet generalize the answer and others can then make use of it in the future, and can provide you with a link to use when answering future questions. Also blog posts like ‘101 alternative ways to use widget X’ grab more people’s attention because it keeps a well known product in the public eye.

LinkedIn Tip:

Questions and answers as a key aspect of the LinkedIn network and will certainly endear you to other members of the site. You should answer questions in your field of expertise, be frank and honest and base your answers on your own experience. You have significantly more room here to develop a line of thought than with Twitter, but again links out to blog posts are often useful in adding value to the reader.

Generally all businesses should have a blog linked to their web site as it will add extra depth to their brand and professional image. Most web sites tends to remain static and factual about the products or services offered – after-all the site is there to directly or indirectly sell a product or service. The blog can offer so much more. It is a dynamic view, providing new information and will generally be based on personal experiences and how particular problems were solved. This is important, because individual viewpoints add credence to the corporate position on any subject

Having recently talked to a guest house owner about blogging they were naturally curious about how often they should post new material. Overall there is no particular limit, generally once a week is a good minimum standard. Remember though that the quality of the material posted is perhaps more important than frequency. The guest house has a problem in that the very time he needs to be writing posts is the very time that he needs to be attending to his customer needs; e.g. during the holiday season. They can perhaps use the lean periods of the year to write their material, leave it unpublished, then publish it at the appropriate time (with a quick check to ensure the content is still relevant).

With any blog the article writer is best advised to write articles of general interest to their area of expertise, for the guest house owner this is likely to be a review of local arts festivals, the local sights and museums, all of which can add relevance to any visitors stay. Further information will be added about blogging for corporations in a future

“p…123 men’s casual shirts   http://did—.com?=29… @pgiblett @pklicht @Market_Markee“

or

“a…more pc desktop computers  http://did—.com?=…f5 @mikaelaekholm @blake_a_crone @Buzz_Winkle @pgiblett @pklicht“

Now the name of the sender and the name of the site have been changed here in order that they do not provide further free advertising and none of the links are active, simply coloured for clarity.

One of the point that I made in my recently published book “Is your Business Ready for the Social Media Revolution?” is:

“The traditional mode for advertising is about one-way communication, yet to leverage social media it is essential to build a trust based marketing approach. Yes, Twitter can be a cheap way to advertise, but if advertising is all you are there for then people will soon ignore you, stop following you, or worse block you ensuring they never see what you have to say ever again.”

Sending out a post like this one when it has some relevance to the recipient (in this case the person whose @username is mentioned) can assist in their choices, but they need to be of relevance to some activity that person is involved in. e.g. a purchase decision.

The danger of this type of communication is that the recipient may see it as not relevant to them, and worse an annoyance. When communications of this type continue to arrive from this user it can belittle them in the eyes of the recipient. Articles in this column have talked about the need to build trust. Trust is important in social media. With tv, newspapers, and magazines we see adverts everyday, we expect it in that media. If the advert is relevant we look further, irrelevant and we ignore it. Social media messages on the other hand imply a connection with another person, often not the case with these type of advertisements.

In these cases the link went to a blog page and not to an on-line offer, but the effect is the same it is advertising that is designed to take traffic to the site in question. Furthermore having traced posts by one of the senders it is clear that the post content e.g. “men’s casual shirts” “pc desktop computers” (from the examples shown above) bear little resemblance to the target web page. What the advertiser is trying to do is simply drive traffic to their target site, and Twitter does easily facilitate this.

There is nothing wrong with telling people about things that you have done or informing them about products you have to sell yet it really should be done in a way that is relevant to that person and not in the format of a blatant advertisement. This is about the TRUST based relationships that we build on social media. Yes, tell people about your products, but don’t break the trust you have built up over time.

Sadly there are many so-called ‘Social Media Marketing experts’ talking on this subject on a daily basis. The majority of these are merely advertising people who are simply advising businesses on how to leverage Social Media sites as a tool for traditional advertising. Lets be clear here – there is nothing wrong with leveraging the channel as an advertising mechanism. However advertising only has a tiny part to play in leveraging the Social Media Channel for business success. What is far more important is being involved in the ongoing dialogue. Therefore it is important to take a more holistic view in defining a strategy to manage your social media intervention.

One aspect of Peter Giblett’s new book “Is your Business Ready for the Social Media Revolution?“, is moving away from advertising based marketing towards building a dialogue with customers, prospects and the industry at large.

There are three pillars to leveraging Social Media for business success:

• • Building a communication & collaborative capability
• • Intelligent intervention in the marketplace
• • Generating revenue as a trusted adviser

Some advertising specialists think only in terms of generating in income from this channel, but this approach will not ultimately lead to success. So lets look at each of these in turn.

Communications & Collaboration

The whole history of business involves communication, in-fact trade or barter may have been one of the reasons we humans learned to talk. Humans are adaptive creatures and new communications capabilities will always be arriving, in fact it seems to be a large part behind driving many technological advances. Today we face a changing world of business communications where everything is more rapid, in short bite sized chunks. We naturally want to be involved in a dialogue before we buy anything, the net result is that we want to be able to trust those products that we decide to purchase.

From a business standpoint part of that dialogue involves a wide range of people who are involved in getting any product to market. This more than ever before is a collaborative process. In the past collaboration has been about reaching out via email, we often forget to involve all the knowledge-holders within an organisation, let alone with suppliers, customers etc. Collaborative efforts have always been based on team membership.

The collaborative challenge today demands the involvement of a wider audience, including suppliers, customers, and other partners we are able to improve the level of communication and take appropriate action. Understanding that a customer’s business is closing early on Wednesday for a corporate event and keeping the trucking partner in the loop will ensure that deliveries are re-scheduled and arrive at an appropriate time for processing. Included are industry experts; don’t know the answer to a problem – look it up on-line or find an expert. Social media is bringing those experts closer to your business as a normal resource and in many cases without paying an exorbitant fee (although you should always expect to pay for valuable contributions).

The section “Invest On Relationships” discusses the value to be gained from improving collaboration within the workplace. Everyone has competencies they bring with them from either their social life or prior workplace. They have a sphere of collaboration, starting with themselves, expanding to the people they work with. This builds through teams and departments to the company as a whole. Each step potentially adds expertise. Ultimately it is the individual spheres of influence touch customers, suppliers, and third party partners with whom we are able to build a trusting relationship over time.

Intelligent Intervention

When people are talking about your brand your finger needs to be right on the pulse! The response needs to be immediate, proportionate and relevant.

Googling your brand or company should show your web-site to the top of the search results, but it is unlikely to show what someone just said about you on Twitter. Using traditional search engines it takes time and a lot of effort to discover what was said yesterday. A negative blog may take months to discover via traditional search. This is where it is important to build a social media intelligence capability. is about knowing what is being said about a product and having a plan to respond proportionately in any given situation. The triggers are questions about ‘What is being said about my organisation, my product, my competitors?’ To a large extent these are traditional market research questions, but we have never before had such a powerful view about people’s thinking. People are giving their views every day about topics that may have some relevance to your business. It is driven by what is important to people at a specific point in time.

In addition we can link this general knowledge with a knowledge of the views of customers, when retaining social media ID’s of customers when they make on-line comments (and remember there may be many). This information is closely allied to marketing intelligence.

Monitoring solutions are available that will automatically monitor the Internet buzz and throw up an alert when action is needed. Rewarding recommendations is a key. What do you do when an independent person spontaneously says something good about your product and company? At the very least it is important to thank them, one airline thanked a customer by giving a 25% discount on flights because of something said on Twitter.

Helping people with their problems is one of the best ways of intervening in the marketplace. Solving someone else’s problem will win you kudos, even if the person does not use your product. What happens next time they are looking to buy? You will be high on their wish list and possibly the only candidate.

Revenue Opportunity

Advertising on the Social Media channel will generate an income, but this will generally be at the same rate as advertising on the Internet. We may be able to tweak this a few points by focusing advertising campaigns towards specific demographic groups. But this is not where the real power of the medium lies. For business the Social Media channel is based on trust and expertise. You have to demonstrate expertise in order to build trust, and it is this that will ultimately bring revenue.

This is where leveraging this channel requires a shift in thinking. The marketing communication budget is not simply about advertising, it must now think about customer involvement. A corporation’s ability to leverage the Social Media channel to collaborate and be involved in the marketplace becomes important. It builds a revenue based on trust and expertise in specific areas.

A prospective customer who has found you through a specific Social Media is interested in the services that you have to offer, they will come to you because they already trust you and they are interested in your product. Hey isn’t this better than Yellow Pages?

The ROI of Social Media

Social Media can be viewed by many as the current must-have, but at what cost? Are corporations setting aside the ROI in order to jump start their enterprise social media presence?

It has been said that it is not possible to identify an ROI for collaborative improvements and that we only see the real improvements in the rear-view mirror. Yet defining an ROI for any project or proposed solution is about producing a best estimate at the time the need is perceived. That is as relevant for any Social Media project as it is for any other corporate change. Remember the major impact of social medial is more in the area of business than with the technology that underpins it.

The other aspect here is about contributing to an improvement in business results. This should be measurable through Business Intelligence. It is valid to measure the contribution made by Social Media to the bottom line. This must include a value for the collaborative effort, and for web intervention (including the real value from promotions offered). Spending should be appropriate, but will always be based on business drivers.

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This article is based on segments of Peter Giblett’s new book “Is your Business Ready? For the Social Media Revolution”. This book is now available on Amazon.