• ClickZ, Tuesday, July 14, 2009 4:45 PM

Understanding the impact of social media on your business isn't easy, but necessary. First you need to define the meaning of success. Then consider how to leverage social media to reach that goal. You will need more than a Twitter account, writes Jason Burby. You need a full-blown social media strategy to meet those goals. This is where execs struggle, he writes.

Burby points to leveraging positive social media comments, and seeking out and addressing negative buzz quickly, so things don't spin out of control. He explains that once these building blocks are in place, you can deploy a variety of tools and listening platforms to understand what's happening outside the initiatives you control.

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