34 I: INFORMATION WITHOUT INVITATION
Social media sites and your blog are not a dumping ground for your second-rate press releases that you could never even get published in your local paper.
Even rock-solid, current, highly relevant information is NECESSARY but NOT SUFFICIENT to fuel your Thought Leadership Platform and build your empire as a smart company.
AN INTERNET SECRET
The Internet actually does NOT need more information posted on it. Not from you. Not from me. Not from anyone.
How to do it right: An effective social media campaign will share information of stand-alone value and then invite a two-way (or five-way or 17-way) conversation ...