CHAPTER 13

And Stop Calling Me “Social Media Marketing”!

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

—John Wanamaker

Social media marketing.

Say those words, and most are apt to think of the sliver of the marketing department’s budget dedicated to advertising campaigns on Facebook, flashy broadcast-style videos on YouTube, and a community manager and interns working the corporate Twitter account. Throw in some thought-provoking, cute, and/or inspirational pictures on Instagram and some infographics on Pinterest, and we have ourselves a “social media marketing” strategy.

Wrong.

Wrong, wrong, wrong—wrong! Not even close.

(Wow, that felt great to say.)

Your authors see this all day long, and it’s, well, ...

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