Social media can be used for public relations, customer service, loyalty-building, collaboration, networking, thought-leadership, customer acquisition, and customer retention. Before using social media, organizations should establish governance, identify their audience, develop capabilities, set goals and priorities, engage their audience, measure outcomes, and refine their strategy based on results. Social media is a tool that requires planning, listening to customers, and continuous learning and improvement.

1. a social media primer | module one: what is social media?

2. what is social media?

3. use case 1: public relations

4. use case 2: customer service

5. use case 3: loyalty-building

6. use case 4: collaboration

7. use case 5: networking

8. use case 6: thought-leadership

9. use case 7: customer acquisition

10. use case 8: customer retention

11. before you run off…

12. establish governance

13. have a plan
• who are your customers?
• what are you selling?
• where is your audience?
• when (and how often) will you speak?
• why should they chose you?
• how will you engage?

14. identify and analyze your audience(s)

15. listen

16. learn

17. know your “one thing”

18. develop capabilities

19. set goals

20. define activities

21. prioritize

22. engage

23. measure

24. refine

25. summary

26. a social media primer | module one: what is social media?