opinion
Most businesses these days are unsure of how to effectively leverage social media as part of their marketing efforts. Most companies understand the value of social media — but because they’re unsure about the methodology, many assume the “build it and they will come” mentality that really just doesn’t work in the ADD-evoking landscape that is social media. Posting a message or call-to-action once a week, month or even less often on Twitter or Facebook, and then lamenting that social media “didn’t work” for them is unfortunately the norm for many companies that don’t invest the time and effort into realtime marketing.
