Something I hear companies say frequently is, "social media is free." It's true that social tools are free to join, but social media is only free if your time is free. When you think about the time it takes to participate in an online community, write content, share ideas and engage in back-and-forth conversations, companies soon learn that social media takes time and resources to implement. Social media isn't free, and that's okay. Anything worth doing, usually isn't. What else do we know about social media? It's also not a stand alone program. Social media is most effective when it's integrated into your company's 'marketing mix.' It serves as an ongoing dialogue between your company and your potential and existing customers. In some cases, social... Read more
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