Developing 'Intentional' Social Media for Value Generation

The speed at which social communities move means undesirable results as well as positive ones can be amplified. Businesses must learn to manage the speed of social to capture the full value of the social community.
By Joshua Ferdinand

One important fact that has emerged since businesses began using social media is that developing a value–generating online social community requires careful planning. The second important fact is that the speed of social can lead to negative consequences as easily as it can produce positive results. Getting heard and staying relevant in the heavily populated social media system is challenging, but successful engagement of the right crowd can produce phenomenal business results.

Developing a social media community begins with understanding that it is not a virtual salesperson trying to push products and services nonstop like a continuously running advertisement trying to reach everyone online. Used to its full advan...

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