In today's marketplace, the customer is in control and companies are being held to a whole new level of accountability, Paul Chaney notes in an on-demand seminar at the MarketingProfs site. Today's skeptical consumers are downright resistant to advertisers—and "the pressure is on to improve targeting to achieve relevance and minimize waste," he says.

What's the best way to connect with today's picky consumers? Through social media, Chaney says—even if it's the last thing on earth you want to do!

In the seminar, Social Media Slowpokes: It's Not too Late to Connect With Your Customers Online, Chaney offers great guidance for social-wary marketers, including step-by-step tips for engaging customers on Facebook, LinkedIn and Twitter. Among his practical instructions:

Facebook: Set up a personal Profile; develop a Fan Page to pull supportive customers in; create and advertise Events; form Groups to engage in ongoing conversations; move into creating and running ads; effectively use the "Like" button.

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