You've worked through the issues that drive social media and its acceptance by the people you want to reach. You've seen how you can use it to complement traditional and online channels. You've looked at the tools available to help you get ready to use it. Chapter 8 provides a quick dive into your emerging social media plan: Chapters 9 through 12 back it up with detail and channel specifics.
In this chapter, you'll develop a framework for your social media marketing strategy. You'll work through exercises designed to show you how to properly participate and influence the conversations that others use when evaluating your marketing claims and messages. Note that while traditional and online media are planned and controlled by you, your agency, or PR firm, social media is generated and controlled by participants.