Chapter 16

Social media in action: strategy and guidelines

Content is fire, and social media is the gasoline.

Jay Baer

Social media is a real polariser of the marketing and business world. Many still dismiss it as a waste of time, and many more struggle to reap the potential rewards. There are a lot of mixed feelings about it because it is so new, incredibly diverse and constantly changing. But while there are horror stories and success stories in equal measure, most people simply want to see the value for their own company.

The pub and the dinner party of the internet

We like to knock off after a week of work to socialise, go to dinner parties and shoot the breeze with friends. Socialising can strengthen relationships, open doors, help close ...

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