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Social Objects
10 Businesses wanting to tap the Social Web for mar- 255
keting often face a crossroads in the design of the
central strategy that guides their social media pro- ■ ╇ S ocial O bjects
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
Create New Social Objects
Use Social Objects in Business
