I have a personal gripe with anyone who questions what Social Media can do for their business.
We toss around the words "Social Media" as if it's like saying, "I need a 30-second spot." It's a mistake. We keep on making it, and things have to start changing soon before it becomes a hollow term (or worse, a fad). Unlike other media channels, Social Media is many different types of content (text, images, audio and video) with many different types of platforms and channels on which the content plays out (Blogging, video sharing sites, virtual worlds, Podcasting, micro-Blogging, online social networks, photo sharing, mobile, widgets, apps, etc...). It's not push marketing and it's not pull marketing either, it's more of a group expression (to steal a concept that Clay Shirky discusses in his outstanding, best-selling business book, Here Comes Everybody) where a concept can be explored, shared, posted elsewhere, mashed-up, expanded upon or completely re-invented.
Sounds confusing? It is.
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