Cause marketing should be about more than just buzz

03/20/2012 | MediaPost Communications

Cause marketing can be a powerful way to connect with people, and social media makes it even easier for organizations to reach out, writes Michele Campbell. Still, the initial buzz surrounding a campaign should only be a starting point. "[A] simple connection isn't a relationship," she writes, "and the challenge for cause marketers is to create online relationships that draw people in and leave them wanting an even greater level of engagement."

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