Traditional media agencies have typically controlled the marketing messages and their dissemination to the public, so it’s difficult for them to embrace that marketing in social media is a totally different ballgame. Comparing traditional marketing to social media marketing is akin to comparing golf to rugby. Golf involves little or no contact (unless you get whacked with a golf ball). Rugby, on the other hand, involves full contact with opponents who can smash your face into the grass. Think of social media marketing as a game of rugby, without the striped shirts and sweaty jocks.
The idea of control in social media is a fallacy because you can’t control what other people think, hear, see, or say. How they ...
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