Developing a social media strategy for your brand (article)
by Matt Granfield
from Marketing Magazine, June 12 2009
"You’ve got a marketing plan of course, and a business plan, and a company mission statement, and you’ve probably got a bunch of other formal forms informing you of the formula for formulating strategic marketing decisions, but in all of that there’s probably not a single bit of guidance on what to do when TeenyBopper88 from Mildura starts telling all her Twitter followers that your product a) is brilliant and should be bought by everyone, b) is entirely unremarkable or c) left her without sight in one eye."