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Leveraging social media to engage prospective customers Panning for Gold Liz Strauss Social Media Strategist Founder, SOBCon Twitter: @LizStrauss

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Listen Actively <ul><li>Social Listening - Context Set aside our world view. Hear other perspectives. Challenge our assumptions. </li></ul><ul><li>Whole conversations are important too. </li></ul>

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Test What You Hear <ul><li>Social Engagement - Content </li></ul><ul><li>Ask folks what they’re saying. </li></ul><ul><li>Confirm the message. messages sent ≠ messages received </li></ul><ul><li>Testing, constantly testing. </li></ul><ul><li>Build from part to whole. </li></ul>

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Adjust and Adapt <ul><li>Social Media – Change Agent Steering, not controlling. Check the bias of the tools. Reconfigure inside to outside. </li></ul><ul><li>Incorporate learning . </li></ul>

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Share <ul><li>Social Media as Communications Make it fun to share your message. Make them feel proud to pass it on. Say thank you to everyone who does. </li></ul><ul><li>Tell a friend who’ll tell a friend. </li></ul><ul><li>The best promotion is to promote other people. </li></ul>