social marketing: even more important than you think

AVINASH KAUSHIK, Analytics Evangelist at Google, famously said: “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.”1 In a similar vein, many business owners see social marketing as something that will change their businesses fortunes forever and perhaps overnight. However, they don’t know what they’re doing, and they don’t get the results they expected.

If you’re reading this book, you’ve most likely realized how important it is for your business to use social marketing effectively. You’re probably also aware of how much the Internet is used for socializing and sharing information. To drive that point home, ...

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