16. Everyone in Your Company Has a Stake in Your Social Media Strategy

Before the Internet, companies didn’t need to worry about outside forces such as customers, or even employees, impacting their PR efforts, marketing, or advertising. Marketing efforts were very isolated, and a specific team of experts crafted brands and messages about products, services, and brands that consumers simply consumed.

Marketing was a very insulated process during those times. Companies relied on either internal staff experts or Madison Avenue agencies to research their demographics, figure out what appealed to them, and craft a message around that information. The thought of consumers, let alone company employees who didn’t have any interest in the marketing department, ...

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