Establish presence. With hundreds of millions of active participants (Facebook alone has several hundred million registered users), you want continuous visibility among the people who are important to your business, be they customers, partners, or other stakeholders.
Build rapport and relationships with specific audiences. Cultivate relationships with your important stakeholder groups through two-way communication.
Establish your business as a leader and authority, by providing helpful and insightful content that can’t easily be found elsewhere, information people want.
Engage prospective customers and partners interactively. Invite feedback and input, and be responsive, attentive, empathetic, and supportive.
Listen and learn from your customers, supporters, and all your various stakeholders. Encourage constructive criticism, conduct surveys, solicit suggestions.
Build brand and company loyalty. Social media is an ideal vehicle to grow whatever loyalty initiatives your organization engages in.
by Alan Radding