Social media, encompassing both a marketing channel and a marketing tool, should be treated as a mission critical marketing channel and be afforded the same attention to planning, execution, iteration and measurement. This article looks at the following three considerations for social media:

• Social media driving revenue-- What revenue is practically driven by social media
• Customer experience-- How it enhances the customer experience
• Tracking and using social media measurement tools-- What should be tracked and what tools are available to assist in execution