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Social media are arelatively inexpensiveform of marketingcompared to traditionaltechniques.—Mike Ockrim,Chicago School Supply LLCwere no longer frustrated, and their turnover ratewas reduced.”“The new media bring customer service andcustomer relationship management front andcenter—even before advertising,” says Corcoran.“It ultimately comes down to understanding thatyou never had control of your brand, nor do youhave it now. But the only way to have a real impacton it is to get involved in what’s being said about itthrough social networking.”Where to StartAvoid the problem of going into social media withouta sound strategy, advises DeLouise. “I believeorganizations that are most successful in newmedia set out some very specific goals.” Are theylooking to attract new customers? Do they want away to respond to customer concerns? Is crisismanagement something they’d like to controlbetter?“We have a methodology that we’ve developedcalled POST,” says Corcoran. “It prohibits businessesfrom jumping into tactics and technologies withouta strategy. The four steps of the acronym beginwith PEOPLE. First understand what your customersare doing. What types of social media arethey consuming? What would work for them? Thesecond step addresses OBJECTIVES. What do youreally want to do with social media? Do you wantto talk to people or just listen? Next is STRATEGY.In what way do you want to go about listening ortalking and for what reasons? Last comes TOOLS.If you’re interested in talking, you’ll want to set upa Facebook profile, a Twitter account, or a blog,followed by a discussion of determining the toolsyou’d use to accomplish your goals.What Lies Ahead?Many experts are united in believing that this isjust the infancy of the social media and social networkingphenomena, which have the potential ofbecoming the dominant marketing method of thefuture. “If I were a traditional advertiser, I would beafraid,” says Close. “I definitely believe that socialOFF CEL NE19