A prior post on this blog sought to make the case that its time to think about social media marketing beyond ideas of generating attention or likes. This posts introduces a framework for thinking about social media marketing in the broader context of the customer experience.
Seeing the potential of social media technology beyond marketing requires expanding the way we think of social media and its ability to engage an audience. Successful marketing requires more than gathering attention. It requires turning attention into action and results and that requires more than thinking of the marketing process in terms of market, sell and serve. It requires identifying broader spectrum of the customer experience.