ABSTRACT
Social media provides marketers with unique insight into the mind of consumers. The savvy marketer knows how to identify relevant information on social media sites, interpret the findings, monitor data over time, and respond to consumers and competitors in a way that’s most likely to be beneficial to their business. The following article outlines the four steps every social media strategist should follow when assessing the digital presence of a brand and highlights how the results of the process can be used to create and continually update a social media strategic plan.
