CHAPTER 8

Customers and Prospects

Social media took off just prior to my transitioning to higher education. I was still doing strategy work full-time for clients, ranging from local startups and family-owned operations to Fortune 250, multinational corporations. In the span of a decade, social media went from being a novel curiosity to a nearly indispensable communication tactic, when used appropriately.

When I first started talking with clients about social media, we looked at the few platforms available as merely ways to reach young people and the tech-savvy. Most business people had little clue what social media entailed, why anyone would “waste” time using them, and what advantage there could possibly be from such an odd way to communicate. ...

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