Focusing on One Large Campaign

Social media marketing is fundamentally about many little efforts that when strung together have as much impact (usually much more) as a single traditional campaign or marketing program. This means that it’s always important to plan to launch several small initiatives at once, rather than run one long, mammoth one.

This matters more than ever because your customers are doing a lot of digital snacking. They hop from one platform to another, exchange notes about something in one social network, and then move on to view a video clip, and sometimes go offline for days on end. Putting all your eggs in one basket doesn’t serve you well.

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