Social Media has changed the way brands, companies connect with the customers. There are 3c's of Social media. Conversation, community & Conversion. Conversation helps develop a good rapport with the customers. Customers feel like they are part of the brand. This makes customers to form a community to discuss the ideas, feedback. There are many user started communities on the social media. Finally, Conversion is important. It is not just conversation & community. How well it is helping convert the users is also important. The first 2c's should be aimed at getting the conversion.
The campaigns should be built based on these 3 c's. Companies should identify the leaders of the communities as they influence the rest of the members. Positive conversation helps build a good visibility for the brand. Even the CEO's, CTO's & other top C suite are also actively taking part in the Social media Conversation to influence the Brand.