Chapter 6. Why Your First Social Media Campaign Didn’t Work

YOU WERE PROBABLY PRETTY FIRED UP WHEN SOCIAL MEDIA FIRST CAME ALONG. IT WAS AN EXCITING NEW APPROACH, A LOT OF BUZZ WAS CIRCULATING ABOUT IT, AND EVERYBODY WAS EAGER TO SEE IF SOCIAL MEDIA WAS GOING TO BE LIKE USING GOOGLE TO DO A PAID SEARCH CAMPAIGN. MAYBE YOU REMEMBER PAID SEARCH—IN THE EARLY YEARS, IT WAS SO SUCCESSFUL THAT IT WAS THE EQUIVALENT OF PRINTING MONEY. TODAY IT’S A SOLID, VIABLE MEDIUM, BUT IN THOSE EARLY YEARS, IT WAS SUPER HOT.

That’s what social media is today, super hot. But somewhere along the way, a lot of people have stumbled in using social media. They’ve launched a campaign, sometimes with great fanfare, and failed miserably.

In Chapter 2, “The Evolution of ...

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