Fantastic Adweek piece (http://www.adweek.com/advertising-week/are-we-cusp-social-blindness-135427) points out that most marketers treat social media as if it were cheap broadcast media.
Audiences are tired of that. Businesses need to create relevant content and participate in genuine conversations – not mindlessly use social media with a short-term transactional mentality.
True social media is about building an emotional connection, not selling a transactional promotion. The best news comes at the end of the piece. When brands do the right things with social media, it is a powerful way to build equity and create measurable value.
We would love to learn from your experiences… Who is creating social media that is authentically social, and who is churning out social media that is merely “so what media?”