One of the keys to successful campaigns is in identifying the right messaging tools. Check out this step-by-step to understanding how you should be segmenting and targeting your audience.
Listening is the first step in social media. You have to listen to what others are saying about you before you jump into the fire. Listening will tell you what people are saying, and where they are saying it, so you know where to get started.
Many of these tools are Twitter-focused, because Twitter is the easiest place to get started in listening.