As someone who presents at conferences and counsels clients on how to execute a brand strategy through social media, I am often asked to recommend publications on this subject. A recent read that I encourage you to check out is the digital handshake by Paul Chaney. He provides the reader with a logical process by which one can understand the need for communicating a brand message via social media.
Chaney, as do I, suggests that every person and every organization embrace the three primary social media tools for building a community of followers to connect with your brand. Including Linked-in, Facebook and Twitter. I love how Chaney describes these three critical communications channels. He suggests that you approach these three just like you would approach similar business strategies offline. Think of Linked-in as the business suit, Facebook is business casual and Twitter is the cocktail party.
Chaney understands the importance of social media as the key driver to building online communities, or as I would call them brand champions. Give his book a look. I recommend you heed Chaney's advice for connecting brand and social media.
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