The Four Touch Points That Improve Social Media Selling
Here's a framework that business executives can use to demystify social media and manage its marketing and selling effectiveness.
MONITOR - RESPOND - AMPLIFY - LEAD
Demystifying Social Media via the McKinsey Quarterly identifies four primary social media functions and links them to the consumer decision journey, a non-traditional, winding path to the consumer purchase decision. "Social media is a unique component of the consumer decision journey: it's the only form of marketing that can touch consumers at each and every stage, from when they're pondering brands and products right through the period after a purchase..." Here are the four functions:
1. Monitor social channels for trends and insights
2. Respond to consumers' comments
3. Amplify current positive activity and tone
4. Lead changes in sentiment or behavior
STEPS IN THE CONSUMER DECISION JOURNEY
These four functions may be plotted against the 6 steps in the consumer decision journey:
THE SOCIAL MEDIA DECISION GRID
Plot the 6 steps against the 4 functions and you get this grid:
Use this grid to better understand social media, how it impacts the overall marketing process, and to determine how it can improve sales.
MORE ON SOCIAL MEDIA MANAGEMENT
Read: How To Manage Social Media And Not Be Managed By It
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Mission: To help small and mid-size businesses sell more by re-thinking their business and marketing strategies.