Demystifying social media – McKinsey Quarterly – Marketing & Sales – Digital Marketing

Monitor, respond, amplify, and lead consumer behavior

Demystifying social media

As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways. So how do we go about demystifying social media.

Four primary functions to demystify social media —to monitor, respond, amplify, and lead consumer behavior—and linked them to the journey consumers undertake when making purchasing decisions. Being able to identify exactly how, when, and where social media influences consumers helps executives to craft marketing strategies that take advantage of social media’s unique ability to engage with customers.

via Demystifying social media – McKinsey Quarterly – Marketing & Sales – Digital Marketing.