As much as we’ve tried to do so in the previous 14 chapters, diagramming one single playbook or one scientific approach to social media marketing is next to impossible. Sure, we’ve given you plenty of instructions, ideas, and even some how-tos on what it can do for your business; what your goals and objectives are; and actions to follow through with. But none of that instruction makes your business social.
Mind you, there is a distinction between marketing through social media and being a social business. One is prescriptive, strategically driven, but tactical. The other is a state of being, a culture, a personality. You can cross your T’s and dot your I’s on your social media marketing strategy and successfully move some needles ...
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