Executive Summary (This is a document excerpt)

Executives are going about social strategy backwards: picking technologies like blogs or communities first instead of focusing on what they want to accomplish. This document introduces our four-step method for social strategy. First, examine the Social Technographics Profile of your customers. Second, choose your objective: listening to, talking with, energizing, supporting, or embracing your customers and their ideas. Third, build a strategy around changing your relationship with your customers. Finally, pick the appropriate technologies to implement. Companies that take these four steps in order and then put success metrics in place are the most likely to succeed.

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