This post is for anyone who has had to ask (or been on the receiving end of the query) where did our social media marketing strategy go wrong?
The answer may be two-fold.
It is possible that things began to go awry when the primary focus of social media marketing shifted to numbers; that is, when the accumulation of fans, friends, followers and connections became the be-all-end-all measure of success.
Especially when compared to conventional media, social media affords such great opportunities, not the least of which is placing the world at the proverbial doorstep of any enterprise…without respect to budget. But the instant that bolstering numbers becomes the objective, the real strength of SM has been diminished. From the beginning, social has been about community; its dynamic growth is directly linked to the market’s desire to connect, to experience relationship, to be part of something; its lifeblood is dialogue. Go for numbers in lieu of relationships and sacrifice results.
