A recent webinar with Jay Baer of Convince and Convert and Greg Shove of SocialChorus highlighted three types of brand fans: 1) enthusiastic employees, 2) passionate customers and 3) social publishers.
Brands must understand how to involve each of these groups in their social influence strategies. The first step is to understand that getting more eyeballs to see your page isn’t the goal – getting more sales is, and to achieve that you need to offer something to those three types of fans in exchange for their influence. Some of the best “give to get” offerings are content that’s delivered before others get to see it, gifts, and brand recognition or affiliate.
Read more on ExactTarget’s blog.
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