ABSTRACT
We can’t say this enough: the ultimate goal of relevance is
to change (or maintain) behavior.
We can talk all we want about how to use various mar-
keting channels/techniques, and we can think about the
most efficient social media strategies to employ to solve
the communication challenges we face. But none of that
really matters unless we can persuade someone to our
point of view (to buy our product or service or to embrace
our cause) or keep our customers/clients/supporters from
switching to someone else (see sidebar “Changing Behav-
ior Can Mean Staying the Same”).
