How do you execute Step 2, Social Media Listening? Use free tools like Google Alerts, Board Reader, Social Mention and Topsy to track the conversations that are going on surrounding your brand and industry. These tools will help you understand where discussions are taking place, what kind of issues need to be addressed within your industry which creates space for content creation and interaction. It will help you identify the platforms that should be focused on in your strategy and what business objectives should be accomplished through social media.

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