Great article on Social Media as a connecting and awareness tool and less of a marketing tool:
Too often these days companies throw lots of effort and money into social media campaigns, expecting the same sort of results a business would get from traditional advertising and marketing. Then, when things don’t work out as expected, it becomes a big embarrassment and frustration as well as a complete abdication of any use of social media ever again. Unfortunately, this sort of scenario plays out too often because the approach going into social media was incorrect to begin with.
It’s Not Marketing
The problem with social media is that it is not marketing per se. It is a communication environment and platform that has its own rules and modes of behavior. Businesses and consultants have likened social media to marketing and advertising because that category seems like the most obvious similarity. That’s where the mistakes begin to happen.
Instead, social media is far more about building connections, awareness, and…
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