The following is a continuation of a post that discussed whether social media is the Emperor without clothes or David in David vs Goliath. 

This post focuses on brand engagement in social channels.

One of the questions I often get asked is, "How can I use social networks like Facebook and Twitter for my brand?"

And while they teach us in school not to answer a question with a question, I inevitably always do.

"What are you trying to accomplish?" is my usual reply.

Before you engage in social anything, you should have a good answer to this question.  Are you trying to increase brand awareness?  Extend your brand experience online? Attract influencers? Create an alternative communication channel? Obtain lifestyle information to incorporate into your CRM? Make a few sales?  None of the above, some of the above, or…  all of the above?

Follow the link to read the entire article:

www.webintravel.com//blog/is-social-media-david-or-the-emperor-part-ii_1601