Traditional marketing has a problem: all of our marketing is created to push our message out. We are conditioned into thinking that people arrive at our websites or open our emails wanting to read about us, but this is old thinking.
Most marketing communications campaigns look like the one in Figure 2.1.
Social media marketing is different because, unlike your traditional marketing, which is about broadcasting or sending your message out, social media is two-way, it is a conversation.
It enables businesses, ...