social media

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The wrong questions will get you the wrong answer

I get this question all the time: “what should I do?”  Invariably it turns out what my new friend is really asking is how to use a specific online marketing tool or feature.  And that’s the wrong way to start any online marketing discussion.  It may seem harmless, but they’ve succumbed to one of the biggest mistakes you can make in marketing – focusing on tactics before strategy.

I need to be on Facebook

Someone will call me and declare that they need to be on Facebook.  Of course, I ask why.  The answer is usually a variation of “everyone else is.”  At the risk of sounding parental – just because everyone else is doing something doesn’t mean you should also.  But it’s a signal that you should consider if your online marketing strategy is missing something.

What – no strategy?
How to avoid the trap….

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