Social Marketing - Attract, Interact and Transact

Marketing through social media has become an essential part of most corporate marketing strategies. But not all companies have incorporated the differences in strategy that are called for by social media. Too many of them approach social media as just another advertising channel.

That approach badly misses the point. In the attached article, the authors use the phrase "attract, interact, transact" which aptly captures the essential elements of a social marketing strategy. In particular the interact part says a lot about what is often missing in corporate strategies. The advertising must reach out to the audience and invite participation. For example, instead of saying "Acme widgets have something for everybody", ask the question "Which Acme widgets do you use the most?" or "Which Acme Widgets are most useful to you?"

When the questions and answers appear on the media, people not only feel a part of the action, they can read the answers and get some honest feedback about the product from customers which may help them in using it.  Everyone benefits.

Finding ways to initiate interaction with customers and potential customers takes a lot of creativity, but it's the only to make best use of social media in marketing

Check out this article for some good examples.