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  CONTENTS >> MARKETING AND SALES   Jan/Feb 2011
 
EXECUTIVE SUMMARY

Move People Instead of Products

The Four I's of Social Media Marketing

By Doug Firebaugh



If you try to move products in social media, you will most likely fail. Instead, focus on moving people—lots of them—on the inside and outside through the four I’s: Inform folks about your message or products; Impact them emotionally with new information they can apply; Invite them to an event offline so you can establish a closer and more trusted relationship; Improve someone’s business, life, health, knowledge, faith, success or income, and he or she will become an evangelist for you and your offerings.
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