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...allSocial media" remains a source of profound confusion and challenge to brands around the globe, resulting in siloed marketing departments and social campaigns that suffer from a lack of support and the increased awareness guaranteed by traditional media.
But the golden rules of social media--be transparent, honest, and consistent; listen, respond and be respectful--aren't foreign concepts to any communications expert (or, that being said, any socially balanced individual). Many people proudly declare, "I don’t understand social media."
Specialist agencies, "digital ninjas," and the social platforms themselves have succeeded in generating a digital snowstorm of confusion, leading the marketing world into the belief that theirs is a totally new universe of communication....
A quick but thoughtful reminder that it's the communications and not the channel that count most. I particularly liked the three case studies cited.