[MUSIC] The goal of this MOOC is to educate you on the three social strategies used today. While there are millions of variations as these strategies are deployed throughout the world. The objectives, methodologies,and limitations are universal. Each of these strategies will work regardless of the type of organization you are in or want to develop and regardless of the size and nature of your target markets. When you think about social marketing. There are three different types of strategies. Engagement marketing is designed to engage with markets using social networking sites. Your goal is to attract people to your organization's social assets and maintain contact with them. Nurture marketing and Social IMC are very different. They are designed to target high value markets and build long term relationships with them. As you will see these two strategies will link customers and prospects to your marketing system to follow the social relationship from start to finish. Both can provide you with business metrics, like profits and return on investment or ROI. We will examine engagement marketing and nurture marketing in this MOOC. In MOOC 4, we will examine the Social IMC strategy. As we explore all three strategies, keep in mind these important points. First, each of the strategies is developed to achieve a different type of organizational goal. You will want to implement the strategy which best matches what you want to accomplish with each of your target markets. Second, each also develops different relationships with your target markets. One is to engage them on social. One develops a sales driven relationship. And one builds a community focused one to one relationship. For most of you, the nature of the relationship will be the key consideration in selecting your social strategy. Third, each strategy uses different types of metrics to determine success. One focuses on social metrics like followers and likes. One focuses specifically on sales. And one is more focused on business metrics. Finally, each strategy has different levels of investment. The key is to consider how management will judge success and select the best strategy to justify your investment. Before we begin examining the engagement marketing strategy. It is important to emphasize you will likely use all three strategies to best grow your market share and develop strong relationships with your customers and your prospects. Our goal is not to tell you which one to use, but to give you the insights and knowledge to select the best strategy. Now let's get started with engagement marketing. But first, Tweet this message. [MUSIC]