Hey Robert,
If social media is not done correctly, it certainly is a waste of time. And you are right that most companies do not do it right. Most agencies also do not know how to measure it, and based on your blanket statement, obviously you do not either.
But the evidence we have suggests the opposite. You can doubt it all you want, but the revenue made by companies we work with is real. That is the only reason we continue to work with them.
All my best,
Rich
Hey Justin,
Every social media program is different. For a professional doing what you are doing, it might make sense to do it alone. But not every professional is articulate. And not every program can be managed by an individual on their spare time. In some cases, an individual can also lose time, because they neglect a certain amount of core services the company offers.
The application of social media is really dependent on a strategic communication plan. And that speaks very well to your point. If social media is employed as a toll tactic, it almost never works. The real benefit comes from developing a strong strategic communication plan and then determining where social media might fit into the mix and which tools will be the most advantageous, specific to that business.
All my best,
Rich
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