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For B2C Marketing Professionals

How To Choose The Right Social Technologies

Choose Based On Objectives And Include Success Metrics

March 4, 2008

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  • By Josh Bernoff
  • with Christine Spivey Overby,
  • Jaap Favier,
  • Scott Wright

Why Read This Report

Building a social technology strategy? Pick your objective first, then choose the appropriate technology to accomplish your goals. In this document we describe which technologies work best for listening, talking, energizing, supporting, and embracing objectives. But regardless of what you pick, you won't succeed unless you include success metrics. As organizations build more social applications, marketing leaders will find themselves in a central role, sharing knowledge and coordinating activities.

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Table of Contents

  • Picking Technologies By Objective

  • Marketers Should Help Social Applications Spread Through Companies

  • Is Your Company Ready To Put Customers At The Center?
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