Chapter 19 How to build social media into the rest of your marketing

Within any business there are differing marketing opportunities vying for marketing time and budget. I am not suggesting that any business should abandon its other (possibly very successful) marketing activities and throw itself into only social media in the short term, although I do think that within five years social media will be the biggest marketing, customer service and branding expenditure that any business has. However, in the short to medium term, social media needs to perfectly mesh with other marketing activities. It needs to prove its worth and demonstrate a better return on investment and higher levels of engagement than can be ...

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