No Bullshit Social Media

8. The Kumbaya Effect: Social Media Marketing Builds Community

So, you’ve heard that social media marketing can be used to build a community of rabid fans ready to run out and market your product for you, completely free of charge, right? If that scenario is possible at all, it is limited to the handful of products and brands that probably already have it anyway. Apple doesn’t need social media. If it added elements of social media marketing, it would be an instant case study, but not because of social media marketing. It would be because Apple makes great products and has rabid fans already.

But participating in social media marketing can help your business cultivate a community of people who like you and are willing to tell others about you. ...