Small businesses should use careful auditing to evaluate their customers' needs and their own capabilities when crafting their online marketing strategy, Beth Longware Duff writes. Audits are useful when embracing a new tool such as a social network but should also be conducted periodically to keep the brand's marketing strategy on track. "Internal and external audits should provide you with a list of actionable items that will help you achieve your business and personal goals," she writes.

Related Summaries