CHAPTER 6

Social Media Marketing: What Works, What Doesn’t… and Why

I never made a mistake in my life; at least, never one that I couldn’t explain away afterwards

A review of some social media marketing—not quite X-factor feedback, but some opinionated content

I addressed the issue of organizational culture in Chapter 4 (Section 6), and ultimately the culture of the organization will play the key role in whether or not any social media marketing is successful. However, having the right culture is not a guarantee—all of the other elements of social media marketing covered in this book are important, and even the right organizations can make strategic or operational mistakes. Articles with titles like 10 tips for social media success abound on ...

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