Social media marketing is a very odd thing. On the one hand, social media is a medium that enables brands to dazzle and delight users in an effort to build trust, loyalty, and evangelism. On the other, it’s the most sophisticated aggregation of data for marketing purposes in human history. The dichotomy between “warm and fuzzy” and “tactical business value” is a difficult thing for most brands to comprehend.
From our experience, the scale usually tips too far to one side or the other, and when that happens, social media marketing often disappoints in terms of business results. Read more