This document discusses best practices for using social media in business. It recommends that companies first determine what kind of relationship they want to build with their audience - transactional, occasional, or intimate. Companies should start small with a clear goal in mind, such as learning from their audience or sparking engagement. The document also advises listening before broadcasting, getting help from social media experts, and being prepared for both positive and negative feedback from customers. Companies are warned to get full organizational support and learn from their inevitable mistakes in order to successfully harness social media for their business goals.

1. Social Media For Business Charlene Li Altimeter Group

4. Is this what social media is about? Source: Wordle.net

5. It’s about the relationship

8. You’re not alone Source: Wordle.net

9. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

10. How to create a social strategy

11. How to think about your audience Edited a wiki Moderate a forum Not active Used social networking sites – 29% Tagged online content – 28% 3 Shared something online that you created – 21% Percent of online adults that have ever done this activity Source: Pew Internet & American Life Project, May 2008, Dec 2007 1 , Sept 2007 2 , or Dec 2006 3 Watchers Sharers Commenters Producers Curators Created/worked on a blog – 12% Remixed content – 11% Rated a product, service or person – 32% 2 Commented about a product – 30% 2 Commented on a newsgroup or site – 22% Watched YouTube videos – 52% Read blogs – 42% Downloaded podcasts – 19%

13. Be clear on your target goal Learn Dialog Spark Help Innovate

14. Learn by listening

15. Oracle’s big gamble

16. H&R Block started a dialog on taxes

17. Providing tax advice on Facebook

18. Dialog with Frank Eliason, Comcast

19. Frank helped me out, and quickly

20. Skittles sparks with engagement

21. Helping the groundswell support itself

22. Intuit taps community for support

23. Starbucks innovates with the groundswell

24. And then closes the loop

25. Wal-mart’s many (failed) attempts

26. Buyer blog hit the right note

27. Real people are behind the blog

29. How will you begin your revolution?

30. Meet some revolutionaries Steve Bendt & Gary Koelling Wells Fargo Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block

31. Revolutions start small Set your goal Listen first Get help

32. Don’t do this alone See a list at wiki.altimetergroup.com

35. Photo: Kantor, http://www.flickr.com/photos/kantor

36. Revolutions require intestinal fortitude

38. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group