For brands to successfully use social media to help achieve their business goals, they need to move away from simply collecting likes and getting retweets and instead provide relevant, genuine interaction with their customers and brand boosters.

The five ways brands can build relevance and trust on social media and attract those promoters, the companies say:

Brands must connect naturally with the right audience in the right place at the right time.
Brands must use culturally relevant storytelling that flows across platforms and markets in real time.
Brands should focus on harder business metrics like leads, sales, performance and loyalty.
Brands must move from focusing on broad demographics to using behavior, interest and friendships to target its audience.
Brands should move from community management to customer engagement.

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Social Media Marketing