Answer to Question 1
Answer: Use the following guidelines to adapt promotional messages for social media:
(1) Facilitate community building. Make sure customers and other audiences can connect with your company and each other. (2) Listen at least as much as you talk. Listening is just as essential for online conversations as it is for face-to-face conversations. (3) Initiate and respond to conversations within the community. Provide the information customers need to evaluate your products and services. (4) Provide information that people want. Content marketing helps you build relationships by demonstrating that you understand and care about meeting potential customers' needs. (5) Identify and support your champions. They can help spread your message, defend you against detractors, and help other customers use your products. (6) Be real. Trying to fool the public is unethical and likely to backfire. (7) Integrate conventional marketing and sales strategies at the right time and in the right places. Don't abandon AIDA and other similar tools for specific tasks, such as conventional advertising.
Answer to Question 2
Answer: In the social media landscape, consumers often look to other consumers for product information instead of the companies that market those products. Consequently, companies are using conversation marketing, rather than traditional promotion, to facilitate conversations in network communities of customers, journalists, bloggers, and other interested parties.
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