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The “Social” Conversation . . . Evolving

The evolution of the conversation regarding social media and social networking is occurring – taking the dialog beyond the technology to the strategic use of social media and social networking for marketing objectives. Bringing together a few Forrester Research publications on social networking and a recent Harvard Business article on social strategy, a framework for using social media strategically to reach your marketing objectives is emerging. Following up to Groundswell, Forrester’s Josh Bernoff writes “Objectives: The Key to Creating a Social Strategy” and “Social Technology Strategies for ‘Boring’ Consumer Brands” – two reports that apply Forrester’s strategy methodology, POST – Peo

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Christina Martin

San Antonio, Texas


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