2BEING IN SOCIAL MEDIA IS NOT ENOUGH, YOU HAVE TO INVITE EVERYONE BACK TO YOUR PLACE

Imagine you’re on a fishing trip. Are you hoping to ride out on the boat, see a lot of fish swimming in the water, and then go home? Of course not. You want to catch some fish. Yet when it comes to “fishing” for customers or any kind of audience, it seems almost everyone is talking about social media. And while social media do offer a huge and well-stocked pond, they just don’t bring home the fish.

In 2009, for example, vitaminwater made the dramatic decision to shut down its website, vitaminwater.com, and replace it with a home page on Facebook. The company then crowd-sourced development of a new soft drink to its Facebook fans. As the website iMediaConnection.com ...

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