There is tremendous value in using social media to promote brands. The real value, though, lies in integrating the social media strategy into a broader brand strategy that includes a deep understanding of your customers’ needs and desires. It is not enough to have social media tools; it is about using the right social media tools to nurture and cultivate an ongoing conversation with your most esteemed customers and fans. Where are YOUR customers hanging out online? How can you bring your conversation to them? Do they tweet about your service on Twitter? Comment about your product on Facebook? Buzz about your company on Google? With what promotions can you reward your most valuable customers? How can you provide them with an efficient and painless user experience?

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