Some of his key points (revised for corporations) to leveraging social media are:
- Create a goal-based strategy
- Connect with passionate consumers who are interested
- Consistently provide added value
Schawbel stresses that each interaction, such as a Facebook status update or a Tweet, is a marketing message. He uses the example of Kathy Ireland, the former model who currently has her own enterprise of clothing, jewelry, and home goods, and recently authored a book, "Real Solutions for Busy Moms." Ireland has profiles on Facebook and LinkedIn, in addition to connecting with fans on Twitter.
Ireland has seen a correlation between her Twitter usage and sales. "Twitter has informed us of issues, unauthorized sales, media opportunities, and new exposure to people," she says. She also lauds the importance of participation in social media, and claims that absence makes a statement as well: "Even if you elect not to be involved in these media platforms, your absence is a statement and therefore a form of participation."