Social Media: Listening Is Not Enough

Small businesses can gain tremendous branding and sales benefits from launching social media marketing programs—and it’s not even that hard or costly. After all, the first step to get in on the social media game is to launch a Facebook page and a Twitter account, and maybe a company blog, right? The only problem is, many small businesses stop there. They get on Facebook and Twitter, then monitor the conversations taking place either just by looking at the posts and tweets, or by using a free buzz tracking tool to get an overall picture of what customers think of their brand, products, or services.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.