Beyond search and viral marketing, social conversations may have an important role to play in brand awareness and customer assessments.
Still, according to the ExactTarget-Ball State study, there are very few marketing best practices in the area, and the ones that exist are a moving target, evolving rapidly.
“There's a lot of hype around social marketing, but if marketers use it as yet another broadcast mechanism, that won't work,” Ramos said. “Marketers need to get invited and stay invited to the social conversation. That's the price of admission.” M