A recent Facebook campaign saw a picture of a pickle win more fans than Canadian rockers Nickelback, netting 1.5 million fans in about a month. That ought to give pause to any social marketers whose strategy still hinges around recruiting vast followings, writes Gary Stein. If even a pickle can win millions of fans, then perhaps fans alone shouldn't be the focus of our marketing strategies. It's vital, Stein argues, to look beyond mere numbers and find ways to create genuine engagement with the people that link themselves to your brand.
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