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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:

1. Consider
2. Evaluate
3. Buy
4. Experience
5. Advocate
6. Bond

THE SOCIAL MEDIA DECISION GRID

Plot the 6 steps against the 4 functions and you get this grid:

social media functions mckinsey resized 600Use 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

Want to learn more about social media and how to harness it for improved sales? Send me a note here.



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