Turning Social Media Into Customer - And Shareholder - Value
Therefore, it's best for companies to think about social media in the form of content and context.
Content: Social media can complement formal press releases. It provides a forum for quality, two-way dialog with key stakeholders to evaluate where a company has been, where it’s going and other important topics of value to participants.
Context: Inbound links and topical content webs convey the strategic value of a product/service within the context of the business/marketplace. They answer critical, high-value questions like:
- What do customers do with your product or service?
- How does your solution solve a consumer pain point?
- What's unique and differentiating about your product or service relative to the competition?