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SOCIAL O
BJECTS

10

Social Objects

Businesses wanting to tap the Social Web for mar-

keting often face a crossroads in the design of the

central strategy that guides their social media pro-

gram. Do they join an existing community built

around a point of interest relevant to their cus-

tomer base, or build their own community around

a specific brand, product, or service? This chapter

explains how to accomplish either, and why ulti-

mately your approach to social media and busi-

ness needs to serve the interests of the participants

involved to be successful.

Chapter Contents

What Is a Social Object?

Build on Existing Social Objects............................

Why Social Objects Matter

Use Social Objects in Business..............................