The document discusses social media and how it can be used as a two-way communication channel. It covers various topics related to social media including the 4 P's marketing model, different types of social media content and conversations, challenges of implementing social media in B2B contexts, and ways to measure social media performance such as share of voice, fan mentions, and engagement. The overall purpose is to analyze how social media functions as a communication tool between organizations and audiences.

1. In search of social media @davidalston

2. Social Mediais not a media.

3. Social Mediais a two-way communications channel.

4. Social PhoneEtiquette

5. Ideas Compliments Memes Complaints Crisis Influencers Competition Crowds Campaign Needs

6. The 4 P’s Still Relevant?

7. place

8. Promotion 2

9. Product 2

10. Price 2

11. & Target Market

12. The 5 C’s

13. Content

14. Community

15. Conversation

16. Collaboration

17. Connections

18. The Yellow Brick Road: The B2B Example

19. What’s gonna stop you?

20. Policies

21. culture

22. Bureaucracy

23. Momentum

24. Window Dressing

25. Misinformation

26. Lack of Top Level Support

27. Lack of a Plan

28. Lack of Commitment

29. Lack of resources

30. How do I measure it?

31. Share ofConversation

32. Share of Voice

33. Fan Mentions

34. Point of NeedLeads

35. Customer Service Conversions

36. Sentiment

37. Conversations that Convert

38. Engagements per Day

39. Influencer Mentions & RT’s

40. Types of Conversations

41. Ok what’s next?

43. Where did the time go?

44. Connect?