How To Guides: Social Media Marketing

Winning the social media marketing game

Thousands of years ago, clans gathered around fires to share their day’s experiences and to tell stories that established group norms and shaped social organization. Today, the fire’s embers have been replaced by the glow of internet-connected devices, but the communal exchange of stories and perspectives remains a fundamental force in social development. From a …

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Four ways to fix the social data disconnect

For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social data doesn’t prove social success. And yet most marketers use engagement as their top social …

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