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As you build socially-enabled #content, make sure that you have content that addresses every stage of the customer #lifecycle.

Align social activities to a #customer #experience stratgey.

The key to turning social interactions into #leads is to make it easy for people who have a potential need for your offering to express their interest and request additional information.

Social media fosters customers' #loyalty and #retention rates.

The power of social marketing lies in the fact that people are connected to other people and ideas they care about, and they perceive messages and opinions as more authentic when they come from people in their network.

Social helps address customers' problems proactively and cost-effectively.

In social marketing, expanding your reach is critical, so you need to grow the number of people who read and subscribe to your #blogs, follow your social network accounts, and join your #community groups, engaging them over time.

Social helps consumers find products and companies generate #awareness.

To get social media users to engage with your firm, #content is the key, but it has to be designed with social #engagement in mind and has to elicit an emotional response.

Fragmented approaches to social media efforts exacerbate — rather than ameliorate — #customer #experience problems.

Social is not a standalone channel. It is part of your overall communications strategy and is a powerful way to #amplify and extend your other #marketing activities.

In the age of the #customer, social media has shifted power away from organizations to #empowered consumers.

Social is about relationships. You can't just answer one question on Facebook and then ignore that channel for a few weeks. Build #consistency in your #engagement.

Use social intelligence to create #smart #campaigns.

Taking a systematic approach to social media means building a social marketing engine that produces valuable social engagement and advocacy.

Forge an emotional connection between your consumer's life and your #brand #proposition with social engagement.

As companies continue to adopt #social media strategies to pursue emerging business opportunities, they're also increasing their exposure to #risks that could damage the company's #brand.

Make consumers' multiscreen addiction work to your advantage.

Don't expect social media marketing to get any easier in 2019 — rapidly growing and changing platforms, increasing and evolving consumer expectations, emerging best practices, and a lack of unified #metrics will continue to challenge #brands in social venues.

Bring the #emotional benefit of your products and services to life with social #engagement.