Connecting directly to millions of people with affinity for your brand is not an easy feat, and is only the tip of the iceberg when it comes to utilizing social media as a marketing and sales channel. Now marketers must begin to focus on how to activate fans -- turning them into brand advocates and essentially evolving their social media presence into a research lab, idea store, and full-fledged peer-to-peer marketing channel.
Four ways that brands drive value in social marketing:
1. Real-time Insights
2. Crowdsourced Ideation
3. Peer-to-Peer Influence
4. Offline Advocacy