SOCIAL MEDIA STRATEGY; USING MULTIPLE TOUCH POINTS TO CREATE WORLD CLASS BRANDS

• Social media has created a shift away from company driven marketing (old media) to consumer driven marketing (new media)
• Brand awareness is critical, as in old media, but this awareness is created by conversations with people you know on social media sights.  
• A buying decision, in social media,  is the culmination of a brand and a consumer interacting over a great many "touchpoints"   (texts, videos, podcasts, blogs, posts)---The campaign of Barack Obama 
• The more touchpoints, the greater the chance that a product is going to be sold and a brand created
• A touch point in old media was just simply advertising.  In new media a brand becomes like a human being.  In human relationships, the more experience we have with an individual in a wide variety of circumstances, the deeper the relationship.  A deep relationship creates trust and credibility.  If we trust someone we will believe what they have to say to us.  People no longer believe in advertising, but they do trust what their friends say.  If a brand is a "friend" we will believe what it says
• Examples are Barack Obama and the Ford Fiesta.  Social media created brands for these two situations overnight.  The Ford Fiesta had no paid advertising.  A six month social media campaign created 38% awareness in its target market, and 10,000 units were sold the first week it was on sale.