1. Putting Together a Social Media Team

“All battles are won long before they’re ever fought.” Sun Tzu

I love watching companies create social media “teams.” They pull together some of the smartest people from marketing, some of the smartest people from PR, and a high-level executive to run the whole thing. Then they sit and plan for what they’re going to say for each and every possible thing a customer could potentially write, tweet, or post online. I’ve seen charts of this stuff that are 50–75 pages long.

One problem, though...

None of the people on the social media team have ever spent any time talking to a customer.

Can you imagine the President’s Cabinet made up of no one with any political experience? Yet for some reason, almost all companies ...

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