Today in Social

This piece doesn’t actually make a very compelling case for “Why you should consider turning your back on social media.” Proving ROI on marketing via social media is difficult, but the tales of woe here represent some worst practices in marketing execution. None of the companies seemed to treat social networks as media, or integrate their efforts with other marketing programs. At least one had a bad audience mis-match. If you build it, they won’t necessarily come: tweeting and blogging without an audience acquisition strategy just won’t cut it.