APPENDIX AThe Social Media Primer

If you’re unfamiliar with social media or are just starting out, it will be helpful to become familiar with a few basic terms and concepts. Don’t worry. I’ll bring you up to speed in no time and help you understand the terminology and ideas in the book.

Social media has radically changed the way people and businesses communicate. Before social media came along, businesses relied on one-way communication and “push” marketing tactics to get the word out about their brands. Traditional media channels such as television, radio, print publications, billboards, and direct mail dominated the marketer’s playbook. Businesses focused heavily on messaging and brand recognition to drive sales.

Then social media came along, ...

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