The document discusses the potential and proper use of social media. It suggests that social media allows companies to connect with customers, both internal and external. However, social media is not a magic solution and requires a clear strategy. To be effective, social media use should be integrated with other marketing activities, engage audiences through two-way conversations, and build relationships with key influencers over time. Companies must also listen to what is being said about their brand and industry online in order to understand their audiences and measure the impact of social media.

1. Social Media The emperor’s new clothes? Jeff Knight DipM FCIM

2. I’m not a social media guru Maximise your potential

3. What is social media? Maximise your potential

4. Maximise your potential

5. All help connect with the customer Maximise your potential

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7. Is social media all it’s cracked up to be? Maximise your potential

8. Visa’s marketing model: Think audience Three principles of social media:i. Sharing is the new giving ii. Participating is the new engagement iii. Recommendations are the new advertising Activate Maximise your potential

9. Maximise your potential

10. Why hasn’t it been embraced? Maximise your potential

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12. Who should be using it? Maximise your potential

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14. How should it be used? Maximise your potential

15. It’s not magic dust. You’ve got to make it work Have a strategy; be objective-led Be integrated with all other activities Put yourself in the shoes of the target audience Be engaging How should it be used? Maximise your potential

16. Tell not sell through thought leadership Connect with customers – internal and external Share thoughts, experience, feelings What are you up to? Events News – general and your own Discuss your own web content Have conversations : make it two-way Build relationships Connect with key influencers Listen Know what is being said, who is saying it and where Know what is being said about the industry Know what is being said about your competitors How should it be used? Maximise your potential

17. Measure what is being said – knowing how that impacts customer behaviour Know who is saying it – identifying and knowing who the key influencers are and how much their messages are being trusted Know where and how they are saying it – knowing who the message is reaching and how many times the message has to be delivered to be effective and by how many people Understand how you can participate in the conversations – this is not just replying to comments, but turning dissatisfaction into advocacy Maximise your potential

18. Let’s discuss Social Media The emperor’s new clothes?