For Interactive Marketing Professionals

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	October 9, 2007 Objectives: The Key To Creating A Social Strategy Introducing the POST Method: People, Objectives, Strategy, and Technology by Josh Bernoff with Charlene Li, Cynthia N. Pflaum, Scott Wright	Average: 10  (6 ratings)

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Executive Summary

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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