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Why you can’t think of social media as a marketing check box

May 31, 2012 By 2 Comments

I know what’s stated in the headline is preaching to the choir for many of you out there. Here we are in mid-2012 and companies are devoting more resources and attention to social media as part of marketing, which is great but from where I sit, I see them thinking about it mostly as a checkbox item.

As a strategic communications consultants, our existence is based on providing value to clients in marketing leadership. There’s a slew of ways we do this and this post won’t go into the details on all of those.

But given that marketing’s existence is predicated on generating demand — or leads — for sales organizations, in order to earn and keep a seat at the table, the value we provide should be based on directly supporting our clients’ demand gen goals. [Read more...]

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