Always on the lookout for ways to simplify (and understand) complex things, I ran across this column from Erik Qualman in Search Engine Watch.  He’s got this nice quick way to summarize how a company might use social media to promote its products or services (and a couple of the comments on the column add to it). I don’t think you’ll see anything new here, but it really helps to lay out the framework — the pieces make more sense that way.  In bullet points:

• The very first step is to listen to what’s being said in the social media world about your company and your product.
• THEN you begin to interact, without a hard sell, building your brand reputation.
• THEN you begin to make sales through these channels because your brand and your authenticity are recognized.
• AND THEN you continue the cycle by remaining engaged with the customer who bought your product.
• And begin again in a virtuous circle.

Qualman has a nice diagram (see below) that captures the idea as an escalator that carries you in an upward direction by continuously cycling steps up around and down.  Continuous monitoring and improvement, one more time.

Socialnomics Escalator of Erik Qualman