For leading-edge marketers, social media have moved beyond the novelty stage to a point where they can now produce real business value. There are now a variety of winning strategies many organizations can emulate. However, most firms continue to pursue social media 1.0 tactics — Facebook pages, Twitter accounts, LinkedIn profiles — to attract new customers and engage existing ones. Collecting many “friends” and “followers” is good but it generally does not lead to higher revenue and profit.
Putting the ‘social’ back into social marketing
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