CMO’s also make the mistake of assuming that the social audience has the same pain and passion points as their face-to-face or store audience. Most often that is not the case.
In order to get the real value out of Social, you must connect emotionally to the people who are there and find out what they’re looking for. CMOs are used to ads and campaigns, so that’s the place they gravitate, but even Facebook ads are only media buys. Ads are good for building initial likes, but they really are targeted to demographics just like any other ad.