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How can direct marketers use social media to engage customers?

Social media marketing requires a whole new learning curve. Companies may feel they somehow need a social media strategy but aren’t exactly sure what that means or exactly what kind of results they can expect from their investments in this channel.

The end goal must be more than improved relationships and customer communication. It needs to include brand awareness and advocacy, as well as increased sales. To achieve that, social media channels need to be integrated into the marketing mix with defined expectations, appropriate creative and execution, and meaningful results as every other channel.

Social media has become yet another multifaceted tactic in the direct marketing arsenal, giving companies the ability to keep their fingers on the pulses of their audience, respond and engage more quickly than ever before.

Sallie Burnett
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