Report: Marketers must use social to cultivate brand ambassadors

09/12/2011 | ClickZ

Marketers should focus their social efforts on encouraging loyal brand fans to talk up their products rather than trying to boost direct sales through Facebook, Twitter and other social channels, according to research from Gallup. "Since marketers are less likely to engage prospects directly through social media, they should encourage or guide their current customers to advocate on their behalf instead," say analysts Jim Asplund and Blaise James.

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